Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian di Mixue (Studi Kasus Gerai Mixue Mojokerto)

Widyaswari, Farah Adelia (2024) Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian di Mixue (Studi Kasus Gerai Mixue Mojokerto). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Mixue's company has demonstrated a proactiveness in the expansion of its business in Indonesia. According to one expert in marketing strategy, the phenomenon of Mixueization can be attributed to the success of Mixue in applying the principles of effective marketing strategy. In this instance, Mixue has demonstrated an effective utilisation of the four key elements of the marketing mix, namely price, product, place, and promotion. The objective of this study was to analyze the effect of the marketing mix 7P on purchase decisions at Mixue Outlet in Mojokerto. In conducting this study, the data analysis utilized SEM-PLS, employing the WarpPLS application. The sample size consisted of 50 respondents, all of whom were consumers over the age of 17 and had made at least one purchase at Mixue Outlet in Mojokerto. The sampling employed a nonprobability, purposive sampling technique. Hence, this study has found that product, price, place, promotion, people, process, and physical evidence have a positive and significant effect on purchase decisions at Mixue Outlet in Mojokerto. Keywords: Marketing Mix, Food and Beverage Industry, Purchase Decisions.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Winarno, Sri Tjondro	NIDN0011025908	sritjondro_w@upnjatim.ac.id
Thesis advisor	Roidah, Ida Syamsu	NIDN0724068602	ida.syamsu.agribis@upnjatim.ac.id

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Farah Adelia Widyaswari

Date Deposited:

06 Jun 2024 01:18

Last Modified:

06 Jun 2024 01:18

URI:

https://repository.upnjatim.ac.id/id/eprint/24411