MARKETING MIX STRATEGY ANALYSIS IN INCREASING VISITOR INTEREST AND PURCHASE DECISIONS AT HIDDEN GEM SAUNG KOFFIE HIDEUNG, PUNCAK SEMPUR

Abstract

This study aims to analyze the influence of the marketing mix strategy (4Ps: Product, Price, Place, Promotion) on visitor interest and purchasing decisions at Hidden Gem Saung Koffie Hideung, a unique café located in Puncak Sempur. The café combines natural scenery with a traditional culinary experience, offering a variety of coffee and local food. The research adopts a quantitative descriptive method with purposive sampling and questionnaire distribution to visitors. The findings show that product quality and variety, competitive pricing, strategic and comfortable location, and promotional activities, especially via Instagram, significantly influence visitor interest and encourage purchasing decisions. The results also indicate a positive and simultaneous effect of marketing mix elements and visitor interest on purchase behavior. These insights are expected to support strategic improvements and sustain competitive advantage in the culinary tourism sector.