Bauran Pemasaran (4P) Di Kafe Quokka CoffeeSurabaya

Yaqin, Ainul (2023) Bauran Pemasaran (4P) Di Kafe Quokka CoffeeSurabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Quokka Coffee Cafe because this business was only established in 2021 so people don't know about the existence of Quokka Coffe Cafe, apart from that there is no identification sign, promotions are only carried out through Instagram social media, road access at night hours is limited, and parking space is still small, so the income that Quokka Coffee Cafe has is not as expected. The purpose of this research is to analyze the effect of the 4P marketing mix on the level of customer satisfaction at the Quokka coffee cafe. The data analysis method is SEM-PLS analysis. The results showed that the variables that affected Quokka Coffee customer satisfaction were products and promotions. This could be seen from the results of the analysis which showed that the product variable had a T-Statistics value of 4,516 > 1.96 and a p-value of 0.024 <0.05. Meanwhile, the promotion variable has a T-Statistics value of 2,393 > 1.96 and a p-value of 0.017 <0.05. Whereas the price and place variables do not have a significant effect on Quokka Coffee customer satisfaction. This can be seen from the results of the analysis which show that the price variable has a T-Statistics value of 0.888 <1.96 and a p-value of 0.375 > 0.05. Whereas the place variable has a T�Statistics value of 0.575 <1.96 and a p-value of 0.565 > 0.05

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Thesis (Undergraduate)

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