The influence of marketing mix on consumer decision making in restaurant business in Kota Bharu, Kelantan

This research is examined the influence of marketing mix on consumer decision making in restaurants business in Kota Bharu, Kelantan. The main objective of this study is to determine the relationship between marketing mix and consumer decision making and the most influence factor on consumer decision making towards three types of restaurants which is regular food restaurant, fast food restaurant, and fine dining restaurant restaurants in Kota Bharu, Kelantan. The independent variables included in this research are product, promotion, price, and place and consumer decision making as dependent variable. A survey questionnaire which consists of three parts to measure demographic factors, independent variable and dependent variable was constructed based on past research. 150 respondents from 3 types of restaurants from Kota Bharu, Kelantan were selected as a sample. From the findings, according to regular food restaurant there were positive significant relationship between promotion (r = 0.515**, p= 0.00), product (r = 0.034, p= 0.817), place(r = - 0.029, p= 0.839), and price (r = 0.095, p= 0.511) on consumer decision making. Besides that, according to fast food restaurant there was one positive significant relationship between product (r = 0.356*, p= 0.011), promotion (r = 0.124, p= 0.391), price (r = 0.056, p= 0.697), and place (r = 0.203, p= 0.158) on consumer decision making. Furthermore, based on fine dining restaurant, there were two highly significant and two significant which is positive relationship between product (r = 0.647**, p= 0.000), promotion (r = 0.644**, p= 0.000), price (r = 0.324*, p= 0.022), and place (r = 0.308, p= 0.029) on consumer decision making. New findings were discovered after conducting this research and previous research were strengthened by the result of this research. Future researcher could discover the reason for those factors is becoming the leading factors in determining marketing mix on consumer decision making in this field.