RIZQULLAH, R. ARYA DHIMAS RAFI (2023) ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN UNTUK COFFEE SHOP YANG MENGGUNAKAN TIPE SLOW BAR (STUDI KASUS: HOUSE NUMBER FIFTEEN SURABAYA). Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN UNTUK COFFEE SHOP YANG MENGGUNAKAN TIPE SLOW BAR (Studi Kasus: House Number Fifteen Surabaya) ANALYSIS OF THE INFLUENCE OF MARKETING MIX ON CONSUMER PURCHASING DECISIONS FOR COFFEE SHOPS THAT USE SLOW BAR TYPE (Case Study: House Number Fifteen Surabaya) R. Arya Dhimas Rafi Rizqullah1, Sri Tjondro Winarno2, Nuriah Yuliati3 ABSTRAK Sebagai alat pemenuhan kebutuhan masyarakat yang terus berkembang, saat ini banyak sekali coffee shop, hadir dengan konsep dan tampilan yang baru yang disesuaikan dengan kebutuhan konsumen masa kini. Hal ini juga disebabkan oleh meningkatnya konsumsi kopi di Indonesia, khususnya di Surabaya yang diikuti dengan meningkatnya tingkat penghasilan masyarakat, terutama di kota-kota besar di Indonesia yang berakibat pada masyarakat cepat beradaptasi mengikuti gaya hidup perkembangan jaman dan menjadi lebih konsumtif dibandingkan sebelumnya. Tujuan dari penelitian ini adalah untuk mengidentifikasi karakteristik konsumen yang berkunjung di House Number Fifteen Surabaya serta untuk menganalisis pengaruh bauran pemasaran terhadap keputusan pembelian konsumen di House Number Fifteen Surabaya. Penelitian ini menggunakan metode analisis Structrual Equation Model – Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa karakteristik konsumen didominasi oleh laki-laki, didominasi oleh usia 22-27 tahun, dan didominasi oleh pegawai swasta dan dengan rentang pendapatan Rp. 1.000.000 – 4.500.000.Product, price, place, promotion, process dan physical evidence merupakan indikator yang mempunyai pengaruh secara signifikan Sedangkan indikator people tidak memiliki pengaruh secara signifikan terhadap keputusan pembelian. Indikator yang berpengaruh secara signifikan terhadap keputusan pembelian adalah indikator process. Kata kunci: Bauran Pemasaran, Keputusan Pembelian, Coffee Shop, Slow Bar ABSTRACT As a tool to meet the needs of the growing community, there are currently many coffee shops, coming with new concepts and looks that are tailored to the needs of today's consumers. This is also due to the increasing consumption of coffee in Indonesia followed by an increase in people's income levels, especially in big cities in Indonesia which results in people quickly adapting to the lifestyle of the times and becoming more consumptive than before.The purpose of this study is to identify the characteristics of consumers visiting House Number Fifteen Surabaya and to analyze the influence of marketing mix on consumer purchasing decisions at House Number Fifteen Surabaya. This study used the Structrual Equation Model – Partial Least Square (SEM-PLS) analysis method.The results showed that consumer characteristics were dominated by men, dominated by 22-27 years old, and dominated by private employees and with an income range of Rp. 1,000,000 – 4,500,000. Product, price, place, promotion, process and physical evidence are indicators that have a significant influence while people indicators do not have a significant influence on purchasing decisions. Indicators that significantly influence purchasing decisions are process indicators. Keywords: Marketing Mix, Purchasing Decision, Coffee Shop, Slow Bar
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Unnamed user with email 18024010077@student.upnjatim.ac.id | ||||||||||||
| Date Deposited: | 20 Sep 2023 07:08 | ||||||||||||
| Last Modified: | 20 Sep 2023 07:08 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/17727 |
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