Abstrak
Increasing competition of food and beverage companies illustrates that more difficult to predict the behavior of consumers in the development of transaction processing is happening at the moment. Marketing is usually faced with the problem of product, price, distribution and promotion of how many and how the mix is set, it is so that the desired goal can be achieved with good. In general, not all marketing variables displayed by the company will be considered by consumers in deciding to buy a product. The purpose of this study was to determine how much the influence of marketing mix on buying decisions either partially or simultaneously, and which of the four marketing mix variables that most influence the purchase decision. The data used are primary data collected from 100 respondents who had visited and conduct transactions or consumption in Excelso Mal Kelapa Gading 3 Jakarta. The data obtained were analyzed using non-parametric methods. The results showed that the marketing mix consists of product, price, distribution / place, and promotion of positive influence buying decisions. Promotion is the most dominant variable effects. It can be concluded that the marketing mix of product, price, distribution / place and promotion to influence the consumer to make the decision to buy a product.