MILLENIA, RATU (2023) PENGARUH BAURAN PEMASARAN TERHADAP KEUNGGULAN BERSAING PADA KEDAI KOPI DI KOTA SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The purpose of this study is to analyze the effect of the 7P marketing mix (Product, Price, Location, Promotion, People, Process, and Physical Evidence) simultaneously on competitive advantage in coffee shops in Serang City and to analyze the effect of the 7P marketing mix (Product, Price, Location, Promotion, People, Process, and Physical Evidence) partially to competitive advantage in coffee shops in Serang City. The research sampling technique used purposive sampling, with a total of 44 respondents. The method used in this research uses validity test, reliability test, classical assumption test (normality, multicollinearity, and heteroscedasticity), multiple linear regression analysis, hypothesis test (T test, F test, and coefficient of determination). Based on the partial test results, it shows that each product variable (X1), Price (X2), Location (X3), Promotion (X4), People (X5), Proses (X6) and Physical Evidence (X7) has a positive and significant influence on competitive advantage in coffee shops in Serang City. And simultaneously the test results show that the 7P marketing mix variables (Product, Price, Location, Promotion, People, Process, and Physical Evidence) together have a positive and significant influence on competitive advantage in coffee shops in Serang City.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tujuan dari penelitian ini adalah untuk menganalisis pengaruh bauran pemasaran 7P (Produk, Harga, Lokasi, Promosi, Orang, Proses, dan Bukti Fisik) secara simultan terhadap keunggulan bersaing pada kedai kopi di Kota Serang dan untuk menganalisis pengaruh bauran pemasaran 7P (Produk, Harga, Lokasi, Promosi, Orang, Proses, dan Bukti Fisik) terhadap keunggulan bersaing pada kedai kopi di Kota Serang. Teknik pengambilan sampel penelitian menggunakan purposive sampling, dengan jumlah responden sebanyak 44 orang. Metode yang digunakan dalam penelitian ini menggunakan uji validitas, uji reliabilitas, uji asumsi klasik (normalitas, multikolinearitas, dan heteroskedastisitas), analisis regresi linier berganda, uji hipotesis (uji T, uji F, dan koefisien determinasi). Berdasarkan hasil uji parsial menunjukkan bahwa masing-masing variabel produk (X1), Harga (X2), Lokasi (X3), Promosi (X4), Orang (X5), Proses (X6) dan Bukti Fisik (X7) berpengaruh positif dan signifikan terhadap keunggulan bersaing pada kedai kopi di Kota Serang. Dan secara simultan hasil pengujian menunjukkan bahwa variabel bauran pemasaran 7P (Produk, Harga, Lokasi, Promosi, Orang, Proses, dan Bukti Fisik) secara bersama-sama berpengaruh positif dan signifikan terhadap keunggulan bersaing pada kedai kopi di Kota Serang. | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | mrs Ratu Millenia | |||||||||
| Date Deposited: | 14 Feb 2023 16:19 | |||||||||
| Last Modified: | 14 Feb 2023 16:19 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/21567 |
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