This study is conducted to examine the effect of marketing mix strategies on customers purchasing  decision at  Muslim Chinese  restaurants among  students in Selangor.  This study  adapted  deductive  and  quantitative  methods.  The  type  of research  used  in  this study is  causal research. Causal research is a type of conclusive research designed to obtain evidence   related  to  causality.  A total of 250  respondents were  selected  as the sample through  multi-stage sampling technique. Data was analyzed by multiple linear regressions.  Simple  random  sampling  will  be  employed  from the  selected  restaurant. By applying multiple linear  regressions. The findings revealed that price (β = .247, p = .000), products (β = .197, p = .002), place (β = .171, p = 0.003) and promotions (β = 0.214,  p  =   0.003)  have  significant  influences  on  customers  purchasing  decisions  at Muslim  Chinese    restaurant   i.....

2263 hits