Nirvana, Audiansyah Agni (2025) Analisis Pengaruh Marketing Mix (7P) Terhadap Keputusan Pembelian dan Pembelian Ulang dengan Menggunakan Metode SEM (Studi Kasus di Kafe Bicopis Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Business competition in the food and beverage industry is increasingly massive, this encourages businesses to reach consumers by implementing effective marketing strategies. This study aims to determine the effect of Marketing Mix 7P (Product, Price, Place, Promotion, People, Process, and Physical evidence) on purchasing decisions and repurchases at Bicopis Cafe Surabaya using the Structural Equation Modelling (SEM) approach and processed with AMOS software. Data obtained through distributing questionnaires with google forms to 120 respondents according to the criteria. The results of the study indicate that the variables Product and Place have an effect on purchasing decisions. The People, Process, and Physical evidence variables have no significant effect on purchasing decisions. For Price and Promotion variables must be eliminated because of multicollinearity. There is also a purchase decision that has a significant effect on repeat purchases. Meanwhile, all independent variables have no direct effect on repeat purchases. So this study confirms the importance of the role of the marketing mix in shaping consumer behavior in the food and beverage industry.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering |
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| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||
| Depositing User: | Audiansyah Agni Nirvana | ||||||||
| Date Deposited: | 20 Jun 2025 06:47 | ||||||||
| Last Modified: | 20 Jun 2025 06:47 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/38811 |
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