Putri, Olvy Maulida Ridwan (2023) Pengaruh Bauran Pemasaran (Marketing Mix 7P) Terhadap Keputusan Pembelian Pudak di Sari Kelapa. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid development of business in Indonesia makes entrepreneurs have to make the right marketing strategy, one of which is through a marketing mix consisting of products, prices, promotions, places, processes, people, and physical evidence. Sari Kelapa is one of the producers that sell pudak as a typical food of Gresik. The objectives of this study: 1) know the implementation of the pudak marketing mix, 2) analyze the influence of the 7P marketing mix on pudak purchasing decisions, and 3) analyze the level of consumer satisfaction in purchasing pudak in Sari Kelapa Gresik. Purposive sampling method with 100 respondents. This study used descriptive analysis tools, SEM-PLS, CSI, and IPA. The results showed that 1) Sari Kelapa has carried out marketing mix activities well. 2) Product, price, place, and physical evidence variables have a positive and significant effect on purchasing decisions, while promotion, process, and people variables do not have a significant effect on pudak purchasing decisions in Sari Kelapa. 3) The CSI value generated is 78.95% which means that in general consumers have been satisfied with the purchase of pudak products at Sari Kelapa. As for the IPA analysis, some attributes are included in the improvement category, namely employee appearance.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD1401 Agriculture-Economic aspects S Agriculture > S Agriculture (General) |
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| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | olvy putri | ||||||||||||
| Date Deposited: | 06 Jun 2023 01:36 | ||||||||||||
| Last Modified: | 06 Jun 2023 01:36 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/14561 |
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