Kartiksari, Shela (2022) Strategi Bauran Pemasaran Kopi di Kota Mojokerto. Masters thesis, Universitas Pembangunan Nasional Veteran Jawa Timur.
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Abstract
This study aims to analyze and obtain empirical evidence about the marketing mix strategy of coffee at Cafe Budaya Kopi and Loodst Coffe, Mojokerto City. This research was conducted at the Coffee Culture Cafe and Loodst Coffee Mojokerto City. The data used in this study used a questionnaire. The sampling method used convenience sampling. The number of samples collected was 100 samples. The data analysis technique used by the researcher was descriptive statistics and inferential statistics. To analyze the idata, we use iPartial iLeast iSquare (PLS). SEM-PLS analysis using iouter modeli and inner modeli. The results of the study prove that Loodst Coffee and Cafe Budaya Kopi in marketing their products apply the 7P marketing mix strategy in order to compete in the market with other similar products. The variables of the marketing mix of product, price, place, promotion, process, people and physical evidence get respondents' ratings in the good category. The 7P marketing mix variables partially product, price, place, promotion, process, people and physical evidence have a significant positive effect on customer satisfaction at Loodst Coffee and Coffee Culture. So in this case partially product, price, place, promotion, process, people and physical evidence variables have a significant effect on coffee customer satisfaction at Loodst Coffee and Cafe Budaya Kopi Mojokerto City. Keywords: Marketing Mix, Coffee, Coffee Shop, Customer Satisfaction.
| Item Type: | Thesis (Masters) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD9000 Agricultural Industries | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Fatchullah Fatchullah | ||||||||||||
| Date Deposited: | 03 Oct 2022 05:40 | ||||||||||||
| Last Modified: | 17 Nov 2022 03:16 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/9770 |
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