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PENGARUH STRATEGI BAURAN PEMASARAN TERHADAP KEPUTUSAN KONSUMEN DALAM PEMBELIAN SOP DURIAN (Studi Kasus di Kedai Sop Duren Kota Serang)

ASTUTI, WIWIN WINDI (2016) PENGARUH STRATEGI BAURAN PEMASARAN TERHADAP KEPUTUSAN KONSUMEN DALAM PEMBELIAN SOP DURIAN (Studi Kasus di Kedai Sop Duren Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This research aims to analyze the Marketing Mix effect Against the Durian Soup Purchasing Decisions at Kedai Sop Duren in Serang City. The object of this study is the consumer of the durian soup at the Kedai Sop Duren. The method in this research is using a study case method. Data-collecting techniques is conducted through interviews and questionarries, where a sample of 100 respondents who represent the consumers of durian soup chosen intentionally with a particular consideration, which is using purposive sampling.Data processing techniques is using descriptive analysis and multiple linear regression analysis to test the hypothesis. Results of this study show that the four variables simultaneously there is a significant relationship between the marketing mix to durian soup consumer purchasing decisions. Partially, product variable, price, and promotion influenceduren soup consumer purchasing decisions, while the location variable partially shows no significant effect on the sop duren purchasing decisions. Key words: Marketing Mix, Marketing Strategy, Kedai Sop Duren, Durian Soup.

Item Type: Thesis (S1)
Contributors:
ContributionContributorsNIP/NIM
Thesis advisorMeutia, MeutiaUNSPECIFIED
Thesis advisorMirajiani, MirajianiUNSPECIFIED
Uncontrolled Keywords: Marketing Mix, Marketing Strategy, Kedai Sop Duren, Durian Soup.
Subjects: S Agriculture > S Agriculture (General)
Divisions: 04-Fakultas Pertanian > 54201-Program Studi Agribisnis
Depositing User: Perpustakaan Pusat
Date Deposited: 30 Mar 2022 14:26
Last Modified: 30 Mar 2022 14:26
URI: http://eprints.untirta.ac.id/id/eprint/11161

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