The Effect of Marketing Mix on Consumer Purchase Intention and Decisions on Frozen Food in Makassar, Indonesia

ABSTRACT: This study aims to examine the effect of the marketing mix on purchase intention and consumer purchasing decisions on frozen food in the city of Makasssar. The types of data in this study are quantitative and qualitative using primary data sources. The population in this study were all consumers who purchased frozenfood at supermarkets in the city of Makassar, whose number was unknown. Due to limitation factors, thisresearch was conducted by sampling. The sampling technique in this study uses non-probability sampling. Datacollection techniques/ instruments used in this study were through interviews, documentation, observation, andquestionnaires. The results showed that the marketing mix had a positive and significant effect on purchaseintention and purchasing decisions. The results of this study contribute to the implementation of the strategy ofself-service companies selling frozen food in the city of Makassar.

KEYWORDS : Marketing Mix, Purchase Intention, Purchase Decision, Frozen Food, Makassar