The Influence of the Marketing Mix on Purchase Decisions for Eid Cookies: Evidence from Lafenia Kueker

Abstract

Purpose: This study examines the influence of the marketing mix on consumer purchase decisions for Eid cookies at Lafenia Kueker and describes seasonal purchasing patterns as business context.
Methodology: A quantitative associative design was applied to 105 respondents selected through purposive sampling. Ten questionnaire items used a five-point Likert scale, and the data were analyzed using descriptive statistics, corrected item-total correlation, Cronbach’s alpha, residual normality tests, the Glejser test, and simple linear regression in JASP.
Results: All items were valid and both constructs were reliable. The marketing mix had a positive and significant effect on purchase decisions (B=0.262, t=4.129, p<0.001), and the model explained 14.2% of the variation. In addition, 70.5% of respondents purchased only during the Eid period.
Conclusions: Product quality, product variety, price suitability, access, availability, and promotion support purchase decisions, although other consumer and market factors remain important.
Limitations: The study used purposive sampling in one local enterprise, tested one predictor, and treated self-reported purchase timing only as contextual information.
Contributions: The study connects focused regression evidence with seasonal demand conditions and identifies practical priorities for product variety, access, and year-round digital communication in a local food microenterprise.