Nuraini, Dwi Oktavia (2023) Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Sego Njamoer di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In order to promote their products, CV Sego Njamoer use a technique known as the "marketing mix," which consists of seven interrelated components (7p). Consumers make purchases after considering available options for gratifying their wants and requirements. The primary purpose of this research is to 1) analyze how CV. Sego Njamoer uses the marketing mix. 2)to analyze how the marketing mix affects consumer choice at Sego Njamoer Surabaya. 3) to explain the implications of research results. On this study, 50 individuals were randomly selected from the population. The Partial Least Square analysis technique in the form of the WrapPLS 8.0 program is used to analyze a Structural Equition Model (SEM). The result of this studi there is two criteria, including product, price, place, promotion, and process factors, were shown to significantly affect consumers' purchase decision in this research. In contrast, customer preferences decision are unaffected by employee and physical evidence. There is a simultaneous and partial impact of the marketing mix on consumer purchase choices of 67.1%, with the remainder affected by factors not included in this study. Keywords: Marketing Mix, Purchase Decision, SEM-pls
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||
| Depositing User: | Dwi Oktavia Nuraini | ||||||||
| Date Deposited: | 22 May 2023 05:56 | ||||||||
| Last Modified: | 22 May 2023 05:56 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/13387 |
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