The Relationship Between Marketing Mix Toward Purchase Intentions: A Case Study at Keopi, Perlis

Abstract

Coffee is one of the most popular beverages globally, leading to the proliferation of coffee businesses in Malaysia. This study aims to explore the relationship between the marketing mix elements—price, place, promotion, and physical evidence toward the purchase intentions of consumers at Keopi Kangar Perlis. Employing a quantitative research approach, data were collected through questionnaires from a sample of 350 respondents. The analysis revealed a positive relationship between all four marketing mix elements and purchase intentions. Among these, price was identified as the most significant factor influencing customers' purchase decisions. This indicates that pricing strategies play a crucial role in customer retention for the coffee kiosk. Additionally, the study highlights the importance of strategic location (place), effective promotional activities, and tangible physical evidence in enhancing consumer purchase intentions. The findings suggest that coffee businesses, particularly in competitive markets like Malaysia, should prioritize pricing strategies while also maintaining a balanced focus on place, promotion, and physical evidence to drive consumer behaviour. This research contributes to the understanding of consumer purchase intentions in the context of the coffee industry and provides actionable insights for coffee business operators aiming to optimize their marketing strategies. By emphasizing the significance of the marketing mix, especially price, this study offers a comprehensive perspective on how coffee kiosks can enhance their appeal and retain customers in a dynamic market environment.