Wardani, Renata Dian Kusuma (2024) Pengaruh Bauran Pemasaran 7P terhadap Kepuasan Konsumen Kopi Bikla Pondok Pesantren Ihya'us Sunnah Al Hasany Desa Tugusari Kecamatan Bangsalsari Kabupaten Jember. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The marketing mix is one of the strategies that must be developed to build the image of a business so that it can be a factor in increasing customer satisfaction. Consumer satisfaction is the level of a person's perceived state which is the result of comparing the perceived product appearance in relation to one's expectations. Increasing customer satisfaction is a fundamental aspect in the sustainability of a business. Many industries have an impact on competition between businesses, so every business tries to make its customers feel satisfied. This study aims to analyze the effect of the marketing mix simultaneously and partially on customer satisfaction and measure the level of customer satisfaction. The research method used is to use quantitative methods with a survey approach. The data sources used in this study are primary and secondary data. The sampling method uses non probability sampling method with accidental sampling technique. The data analysis technique used is the Structural Equation Model (SEM) and Customer Satisfaction Index (CSI) using 68 respondents. The results of this study indicate that the coefficient of determination (R square) was obtained at 0.578 or when percented, there were 57.8 percent. variables that affect customer satisfaction. Partially, the price variable (X2), promotion (X4), process (X6), and physical evidence (X7) have a significant effect on customer satisfaction, while the product variable (X1), place (X3), people (X5) have no significant effect. In addition, the results of calculating the level of satisfaction of BIKLA coffee consumers obtained show a CSI value of 79.86%, which means that consumers are satisfied with the services provided.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Renata Dian Kusuma Wardani | ||||||||||||
| Date Deposited: | 14 Aug 2024 06:20 | ||||||||||||
| Last Modified: | 14 Aug 2024 06:20 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/28232 |
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