ABSTRACT

This study was aimed at investigating the effect of product, price, place, and promotion the decision to purchase pastry & bakery products in Havana Shop Bandung. The theories by Huriyati, Saladin, and Kotler were employed. This study used a descriptive method. The analysis results suggest that the marketing mix variables X, including product X1, price X2, place X3, and promotion X4, have positive and significant effect on the variable Y (i.e., purchasing decision). Therefore, the marketing mix should be maintained and developed so that many consumers decide to buy products offered by Havana Shop. . Keywords: Product, Price, Place, Promotion, Purchasing Decision, Pastry &Bakery