Kurniawan, Muhammad Sandi (2025) Analisis Model Marketing Mix (4P) terhadap Keputusan Pembelian, Kepuasan Pelanggan, Citra Merek, dan Pembelian Ulang dengan Tools SEM (Studi Kasus: Mr. Suprek Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In the increasingly competitive culinary industry, the right marketing strategy is essential for retaining customers and building brand image. This study examines the impact of the 4P marketing mix (product, price, place, promotion) on purchase decisions, customer satisfaction, brand image, and repeat purchases at Mr. Suprek Surabaya. The aim of this study is to understand how product, price, place, and promotion variables influence purchase decisions and their impact on customer satisfaction, brand image, and repeat purchases. This research employs a quantitative approach using the Maximum Likelihood (ML) estimation technique and Structural Equation Modeling (SEM) analysis, processed through AMOS software. Data was collected through questionnaires distributed to 100 respondents who had purchased products from Mr. Suprek in Surabaya. The results indicate that the price variable was excluded from the analysis model due to multicollinearity. Meanwhile, product, place, and promotion variables were found to influence purchase decisions, customer satisfaction, brand image, and repeat purchases. These findings suggest that improving product quality, enhancing location comfort, and increasing promotional effectiveness can be key strategies in strengthening competitiveness in the culinary business. This study provides valuable insights for culinary business marketing strategies, particularly for Mr. Suprek, to enhance competitiveness by focusing on product quality, location comfort, and promotional effectiveness.
| 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: | Sandi Kurniawan | ||||||||
| Date Deposited: | 13 Mar 2025 06:25 | ||||||||
| Last Modified: | 13 Mar 2025 06:25 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/35532 |
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