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Section Engineering

7P Marketing Mix Shapes Consumer Responses in the Restaurant Sector

Vol. 11 No. 2 (2026): December:
DOI : https://doi.org/10.21070/acopen.11.2026.14112
Published : Jul 17, 2026

Siti Zulaikhah (1), Minto Waluyo (2)

(1) Program Studi Teknik Industri, Universitas Pembangunan Nasional “Veteran” Jawa Timur , Indonesia
(2) Program Studi Teknik Industri, Universitas Pembangunan Nasional “Veteran” Jawa Timur , Indonesia
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Abstract:

General Background: Restaurant sector competition requires marketing strategies that can shape consumer responses from purchase interest to repeat purchase behavior. Specific Background: Mie Gacoan Jombang applies the 7P marketing mix, including product, price, place, promotion, people, process, and physical evidence, to attract consumers and support business continuity. Knowledge Gap: The relationship between the 7P marketing mix, purchase interest, purchase decisions, customer satisfaction, and repeat purchases required integrated structural testing in the Mie Gacoan Jombang context. Aims: This study aimed to examine the relationship between the 7P marketing mix and purchase interest, as well as the sequential relationships among purchase interest, purchase decisions, customer satisfaction, and repeat purchases. Results: Using Covariance-Based Structural Equation Modeling with questionnaire data, the findings show that product, place, promotion, people, process, and physical evidence significantly affected purchase interest, while price had no significant effect. Purchase interest significantly influenced purchase decisions, purchase decisions significantly influenced customer satisfaction, and customer satisfaction significantly influenced repeat purchases. Novelty: This study integrates the 7P marketing mix with a sequential consumer response model in the restaurant sector. Implications: Mie Gacoan Jombang should prioritize non-price marketing elements and maintain post-purchase experience to support continued consumer transactions.


Highlights:



  • Six service elements showed significant relationships with buying interest.

  • Pricing was not significant in the tested model.

  • CB-SEM connected intention, decision, satisfaction, and return behavior.


Keywords: Customer Satisfaction, Marketing Mix 7P, Purchase Decision, Purchase Interest, Repeat Purchase.

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