NABILA PUSPITANING AJI, SITI (2023) ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP MINAT BELI KONSUMEN USAHA KATERING (Suatu Kasus Pada Usaha Katering “Puspa Catering” Kota Cilegon). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
A business that can run its marketing mix well will certainly attracted more interest from many consumers, especially at this time. Companies must really pay attention to the application of the marketing mix in their business to be able to compete and attract the buying interest of many consumers. No exception to the catering business "Puspa Catering". Puspa Catering is one of many catering businesses in Cilegon City. To be able to followed the flow of competition in the catering business industry, Puspa Catering needs to maximize the application of marketing mix in its business, in order to attracted consumer buying interest. The purposes of this study was to determine the application and recognized the marketing mix on consumer buying interest in Puspa Catering. This study used a survey researched method with 50 respondents were be analyzed used multiple linear regression analysis. The results shown in this studied are that partially the price and promotion variables affected consumer buying interest, while the product and location variables did not have effect on consumer buying interest in Puspa Catering. Keywords: Catering, Marketing mix, Purchase intention
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Sebuah bisnis yang dapat menjalankan bauran pemasarannya dengan baik tentu akan lebih banyak diminati dari banyak konsumen, terutama saat ini. Perusahaan harus benar-benar memperhatikanuntuk penerapan bauran pemasaran dalam bisnis mereka untuk dapat bersaing dan menarik minat beli banyak konsumen. Tak terkecuali bisnis katering "Puspa Katering". Puspa Catering merupakan salah satu usaha catering yang ada di Cilegon Kota. Untuk dapat mengikuti arus persaingan dalam bisnis catering industri, Puspa Catering perlu memaksimalkan penerapan bauran pemasaran di dalamnya bisnis, agar dapat menarik minat beli konsumen. Tujuan penelitian ini adalah untuk menentukan aplikasi dan mengenali bauran pemasaran pada konsumen minat beli Puspa Catering. Penelitian ini menggunakan metode penelitian survei dengan 50 responden dianalisis menggunakan analisis regresi linier berganda. Itu hasil yang ditunjukkan dalam penelitian ini adalah bahwa secara parsial variabel harga dan promosi mempengaruhi minat beli konsumen, sedangkan variabel produk dan lokasi tidakberpengaruh terhadap minat beli konsumen pada Puspa Catering. Kata Kunci: Katering, Bauran Pemasaran, Niat Beli | |||||||||
| Uncontrolled Keywords: | Catering, Marketing mix, Purchase intention | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Siti Nabila Puspitaning Aji | |||||||||
| Date Deposited: | 26 Jun 2023 13:48 | |||||||||
| Last Modified: | 26 Jun 2023 13:48 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/25351 |
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