Analisis Bauran Pemasaran Terhadap Keputusan Pembelian Food Truck di Kabupaten Jember (Studi Kasus Food Truck Ciprut di Kabupaten Jember)

Abstract

Nowadays, many people admired the phenomenon of food sale using food trucks. Based on that phenomenon, it would be more
interesting to conduct the study of the effect of consumer behaviour toward the purchase of food truck product. By using
Marketing analysis on Purchasing product, the researcher wants to know what effects are most influential and have contributed
to people’s decision in purchasing Products from food truck. In fact, based on the formula of the F test, the factors in the
Marketing analysis give effects simultaneously toward people’s decision. The most influential factor in determining people’s
Decision is a Promotion. Our interviewee ciprut is using social media for promotion. As the result, their product become more
famous and increase the product purchasing.

Keywords— food trucks, Marketing analysis and the study of the effect of consumer behaviour