LESTARI, TRIESUCI (2024) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MELON THE FARMHILL (Suatu Kasus Pada Grand Lucky SCBD Jakarta). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Hydroponic farming is starting to be developed, has given rise to new trends and increasingly tight market competition. Based on sales data 2022 from The Farmhill, melon sales at several outlets located in Jakarta have fluctuated. This research aims to determine the influence of the marketing mix on purchasing decisions for The Farmhill’s melon at the Grand Lucky SCBD Jakarta outlet, both partially and simultaneously. The research was carried out from February to November 2023. The research data collection method uses a likert scale and the sample determination method used is the non probability sampling technique using purposive sampling of 50 people. From the research results, it can be seen that only the price variable partially has a significant effect on the decision to purchase The Farmhill’s melon at the Grand Lucky SCBD Jakarta outlet. This is proven by Tcount > Ttable (2,628 > 2,012). While simultaneously having a positive influence with the regression equation Y = 5,345 - 0,022 X1 + 0,378 X2 + 0,110 X3 + 0,208 X4 + e. The coefficient of determination (R-square) value is 0,210. This means that the product, price, place, and promotion variables are able to explain 21% of purchasing decisions and the remaining 79% is influenced by factors not studied.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Pertanian hidroponik mulai dikembangkan untuk menciptakan trend baru dan merupakan suatu usaha perusahaan untuk menciptakan produk yang berbeda dari perusahaan pada umumnya yang menyebabkan ketatnya persaingan pasar. Berdasarkan data penjualan The Farmhill tahun 2022, penjualan melon di beberapa outlet yang berlokasi di Jakarta mengalami fluktuatif. Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran terhadap keputusan pembelian melon The Farmhill di outlet Grand Lucky SCBD Jakarta, baik secara parsial maupun simultan. Penelitian dilaksanakan pada bulan Februari hingga Juni 2024. Metode pengumpulan data penelitian ini menggunakan skala likert dan metode penentuan sampel yang digunakan adalah teknik non-probability sampling dengan menggunakan purposive sampling sebanyak 50 orang. Dari hasil penelitian terlihat bahwa secara parsial, hanya variabel harga yang berpengaruh signifikan terhadap keputusan pembelian melon The Farmhill di outlet Grand Lucky SCBD Jakarta. Hal ini dibuktikan dengan Thitung > Ttabel (2,628 > 2,012). Sedangkan secara simultan mempunyai pengaruh positif dengan persamaan regresi Y = 5,345 - 0,022 X1 + 0,378 X2 + 0,110 X3 + 0,208 X4 + e. Nilai koefisien determinasi (R-square) sebesar 0,210. Hal ini berarti bahwa variabel produk, harga, tempat, dan promosi dapat menjelaskan 21% dari keputusan pembelian dan sisanya yaitu sebesar 79% dipengaruhi oleh faktor-faktor yang tidak diteliti. | |||||||||
| Uncontrolled Keywords: | Marketing Mix, Purchasing Decisions, Melon, The Farmhill | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Miss Triesuci Lestari | |||||||||
| Date Deposited: | 27 Jul 2024 12:21 | |||||||||
| Last Modified: | 27 Jul 2024 12:21 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/38609 |
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