relation: https://eprints.untirta.ac.id/51134/
title: PENGARUH MARKETING MIX 4P TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI PILONA COFFEE (SUATU KASUS PADA PILONA COFFEE CABANG PASAR LAMA TANGERANG)
creator: ATHIYYAH, NASYWA
subject: S Agriculture (General)
description: Coffee is a potential commodity in the agribusiness sector, especially through Micro, Small, and Medium Enterprises (MSMEs). In recent years, the coffee shop business in Indonesia, particularly in Tangerang, has grown rapidly. Pilona Coffee, as a local MSME amid intense competition, needs to implement effective marketing strategies to sustain its business. This study aims to analyze the effect of the marketing mix (4Ps), namely Product, Price, Place, and Promotion, on consumers’ purchasing decisions at Pilona Coffee, both partially and simultaneously, as well as to identify the most dominant factor. This research uses a quantitative approach. Data were collected both online and offline with a 50:50 proportion from 90 respondents. The sampling technique employed non probability purposive sampling. Data analysis was conducted using SPSS version 21. The t-test results show that Product, Price, and Place significantly influence purchasing decisions, while Promotion does not. Simultaneously, all four variables significantly affect consumers' purchasing decisions. Place is the most dominant factor, highlighting the importance of strategic location and comfort in attracting consumer purchases. The coefficient of determination (R-Square) value of 0.311 indicates that the marketing mix explains 31.1% of the variation in purchasing decisions, while the remaining is influenced by other factors. However, this study has limitations such as a limited geographic scope, reliance on respondent honesty, and a specific time period. Therefore, further comprehensive research is needed in different regions and conditions.
date: 2025
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/51134/17/Nasywa%20Athiyyah_4441210185_FULLTEXT.pdf
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identifier: https://eprints.untirta.ac.id/51134/18/Nasywa%20Athiyyah_4441210185_01.pdf
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identifier: https://eprints.untirta.ac.id/51134/3/Nasywa%20Athiyyah_4441210185_02.pdf
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identifier: https://eprints.untirta.ac.id/51134/4/Nasywa%20Athiyyah_4441210185_03.pdf
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identifier: https://eprints.untirta.ac.id/51134/5/Nasywa%20Athiyyah_4441210185_04.pdf
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identifier: https://eprints.untirta.ac.id/51134/23/Nasywa%20Athiyyah_4441210185_05.pdf
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identifier: https://eprints.untirta.ac.id/51134/7/Nasywa%20Athiyyah_4441210185_DAPUS.pdf
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identifier: https://eprints.untirta.ac.id/51134/19/Nasywa%20Athiyyah_4441210185_LAMPIRAN.pdf
identifier:   ATHIYYAH, NASYWA  (2025) PENGARUH MARKETING MIX 4P TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI PILONA COFFEE (SUATU KASUS PADA PILONA COFFEE CABANG PASAR LAMA TANGERANG).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.