Adiatma, Rafi Danendra (2025) Analisis Pengaruh 4P Terhadap Keputusan Pembelian Dan Kepuasan Pelanggan Menggunakan Tools PLS (Studi Kasus Di UMKM Kome Kitchen Driyorejo). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In the current era of globalization, business competition is getting sharper, both in the domestic market and the global market. In increasing competition, producers must be able to win the competition by displaying the best products and being able to meet the ever-evolving tastes of consumers. UMKM Kome Kitchen is an UMKM that was established in 2016 that is involved in the culinary business. Kome kitchen not only sells dry food products but also sells wet food products. In addition, it has a best seller menu variant, namely potato donut, cotton bakpao, risol mayo to arouse the curiosity of consumers to consume it. This must be maintained by increasing customer satisfaction so that it does not move to existing competitors. Therefore, it is necessary to conduct research on the factors that affect the purchase decision and customer satisfaction of the kitchen so that it can increase the competitiveness of product marketing. Factors that affect purchasing decisions and customer satisfaction are very complex, so in this study the partial least squares (PLS) approach is used. This research method uses 60 samples with purposive sampling techniques. From the results of this research shows that all 4P variable (Product Quality, Price, Promotion, Location) have a influence but is not significant on the purchase decision and customer satisfaction. The prediction model from the results of this research is able to explain the variables of purchasing decisions and customer satisfaction of 84,8 % and 93,6 % (R^2=0,848 and 0,936) and has a prediction that (Q^2=0,564 and 0,643).
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | T Technology > TA Engineering (General). Civil engineering (General) | ||||||||
| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||
| Depositing User: | Rafi Danendra Adiatma | ||||||||
| Date Deposited: | 14 Mar 2025 03:56 | ||||||||
| Last Modified: | 14 Mar 2025 03:56 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/35722 |
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