HERNAENI MILLATIA, ELTIA (2023) ANALISIS FAKTOR-FAKTOR MARKETING MIX YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN DI KOPI CHUSEYO BEKASI. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Coffee is one of the few leading commodities to be developed in the agribusiness sector. In recent years, the business industry in the field of coffee shops has increased quite well. This resulted in the emergence of various cafes or coffee drink shops, especially in Bekasi City. Coffee shops must be unique and must follow trends in order to compete with other cafes. One of the trends that has been rife lately is the Korean trend. This phenomenon is considered an opportunity for some people to open a Korean-themed café. One of the Korean-themed and trending coffee shops today is Chuseyo Coffee. Of course, things that have become a trend have not escaped the problem. For this reason, the purpose of this research are to analyze the effect of marketing mix (7P) on consumer’s purchasing decisions at Kopi Chuseyo Bekasi both partially or simultaneously and to analyze the most dominant factor of marketing mix (7P) on consumer’s purchasing decisions at Kopi Chuseyo Bekasi. The methodology used is a quantitative method with descriptive analytical type. The sampling technique used in this research is non-probability sampling with accidental sampling type. The questionnaire in this study was distributed to a sample of 100 respondents. Data from the questionnaire were analyzed using statistical analysis tools with the help of the SPSS version 26 program. Based on the results of data analysis using the t test it is known that partially promotion, process, and physical evidence have a significant influence on purchasing decisions. Meanwhile, the variables of product, price, place, and people do not have a siginificant effect on purchasing decisions. Meanwhile, based on the results of the data with F test, it is known that simultaneously product, price, place, promotion, people, process, and physical evidence have a significant effect on purchasing decisions. The most dominant variable that affects consumer’s purchasing decisions at Kopi Chuseyo Bekasi is the promotion variable.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Kopi adalah salah satu dari beberapa komoditas unggulan untuk dikembangkan pada sektor agribisnis. Dalam beberapa tahun terakhir, industri bisnis di bidang kedai kopi mengalami peningkatan yang cukup baik. Hal ini mengakibatkan munculnya berbagai kafe atau kedai minuman kopi, khususnya di Kota Bekasi. Kedai kopi harus memiliki keunikan dan mengikuti tren agar dapat bersaing dengan kedai kopi lainnya. Salah satu tren yang marak akhir-akhir ini adalah tren Korea. Fenomena ini dianggap sebagai peluang bagi sebagian orang untuk membuka kafe bertemakan Korea. Salah kedai kopi bertemakan Korea yang sedang tren saat ini adalah Kopi Chuseyo. Tentu saja, hal-hal yang telah menjadi tren tidak luput dari permasalahan. Untuk itu, tujuan penelitian ini adalah untuk menganalisis pengaruh marketing mix (7P) terhadap keputusan pembelian konsumen di Kopi Chuseyo Bekasi baik secara parsial maupun simultan dan untuk menganalisis faktor marketing mix (7P) apa yang paling dominan terhadap keputusan pembelian konsumen di Kopi Chuseyo Bekasi. Metodologi yang digunakan adalah metode penelitian bersifat deskriptif analitis. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan tipe accidental sampling. Kuesioner dalam penelitian ini didistribusikan kepada 100 responden. Data dari kuesioner dianalisis menggunakan bantuan program SPSS versi 26. Berdasarkan hasil analisis data dengan menggunakan uji t secara parsial diketahui bahwa variabel promotion, process, dan physical evidence berpengaruh signifikan terhadap keputusan pembelian. Sementara itu, variabel product, price, place, dan people tidak berpengaruh signifikan terhadap keputusan pembelian. Sedangkan berdasarkan hasil data dengan uji F, diketahui bahwa secara simultan variabel product, price, place, promotion, people, process, dan physical evidence berpengaruh signifikan terhadap keputusan pembelian. Variabel paling dominan yang mempengaruhi keputusan pembelian konsumen di Kopi Chuseyo Bekasi adalah variabel promotion. | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce S Agriculture > S Agriculture (General) |
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| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Miss Eltia Hernaeni Millatia | |||||||||
| Date Deposited: | 12 Apr 2023 12:02 | |||||||||
| Last Modified: | 12 Apr 2023 12:02 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/23268 |
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