Damanik, Wina Yurika (2024) Pengaruh Bauran Pemasaran (Markting Mix) Terhadap Minat Beli Pelanggan di Petromart Gresik. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Petromart Gresik is a modern retail store that inaugurated by PT Petrokimia Gresik as a store that provides non-subsidized products and development products produced by PT Petrokimia Group. In recent years, Petromart Gresik has experienced decrease sales in turnover which is certainly in line with the decreased in customer buying interest. The 7P marketing mix is one of the important tools for managing effective marketing strategies for companies. The purpose of this study is to analyze the effect of the 7P marketing mix (product, price, place, promotion, people, promotion, and physical evidence) on customer buying interest in Petromart Gresik. The sample used was 50 customers, determined purposively and analyzed using the SEM-PLS method. The results showed that from the seven marketing mix variables, the variables that influence customer buying interest in Petromart Gresik are product, price, place, process, and physical evidence variables. Meanwhile, the variables of promotion and people (employees) have no effect on customer buying interest in Petromart Gresik.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD1401 Agriculture-Economic aspects | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Wina Yurika Damanik | ||||||||||||
| Date Deposited: | 22 Jan 2024 04:04 | ||||||||||||
| Last Modified: | 22 Jan 2024 04:04 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/20420 |
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