Wiranda, Sajidah Tiara Ayu (2025) PENGARUH MARKETING MIX (4P) TERHADAP PERCEIVED VALUE, KEPERCAYAAN, KEPUTUSAN PEMBELIAN, DAN PEMBELIAN ULANG MENGGUNAKAN TOOLS SEM (Studi Kasus: CV Risqy Anhu Kemala). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapidly evolving business landscape, particularly in manufacturing and service sectors, demands effective marketing strategies to secure a competitive edge and sustain market presence. This paper focuses on the chemical industry, exemplified by CV Rizqy Anhu Kemala, which faces challenges such as product quality dissatisfaction and increased competition. The study explores the impact of the 4P marketing mix—Product, Price, Promotion, Place—on perceived consumer value, trust, and repurchasing decisions. By collecting questionnaire data and applying Structural Equation Modeling (SEM), the research aims to provide insights. The findings show that the relationship between the independent variable product (X1) has a positive effect on perceived value, price (X2) does not have a positive effect on perceived value, promotion (X3) and location (X4) cannot be proven because these variables are excluded. While the perceived value attachment variable (Y) has a positive and significant effect on trust.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering | ||||||||
| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||
| Depositing User: | Sajidah Tiara Ayu Wiranda | ||||||||
| Date Deposited: | 23 Jan 2025 06:36 | ||||||||
| Last Modified: | 23 Jan 2025 06:36 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/34360 |
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