Marketing Mix and Local Identity: An Analysis Of Purchase Decisions At Semari Bahari Coffee And Space, Sambas Regency

Abstract

This study aims to analyze the effect of the marketing mix, encompassing price, product, place, promotion, and people, on consumer purchase decisions aligned with Sambas Malay local identity at Semari Bahari Coffee and Space, a coffee shop in Sambas District, Sambas Regency, which integrates elements of Sambas Malay culture into its marketing strategy. This study employed a quantitative method with a Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach. Data were collected from 133 respondents through interviews, Likert-scale questionnaires, and documentation, using an accidental sampling technique, and were subsequently processed using Smart-PLS. The validity and reliability test results showed that all constructs met the required criteria, with average variance extracted (AVE) values above 0.5 and composite reliability and Cronbach's alpha values above 0.70. The hypothesis test results showed that price (t = 2.258; p = 0.024), place (t = 3.037; p = 0.002), promotion (t = 4.586; p = 0.000), and people (t = 5.095; p = 0.000) had a significant effect on purchase decisions, whereas product had no significant effect (t = 1.840; p = 0.066). These findings indicate that aligning affordable pricing, a location rich in cultural activities, promotion using the Sambas Malay language and themes, and employees who are native members of the Sambas community can strengthen consumer purchase decisions. Conversely, product naming using the Sambas Malay language was found to be less effective, as consumers tend to prioritize taste and ease of understanding the product. This study concludes that integrating local identity into most elements of the marketing mix can serve as an effective strategy for local coffee shop businesses to differentiate themselves from competitors while preserving Sambas Malay culture, although the strategy applied to the product element requires further evaluation.