Arujie, Izza Rasuna (2026) PENGARUH MARKETING MIX (4P) TERHADAP KEPUTUSAN PEMBELIAN, PEMBELIAN ULANG, KEPUASAN DAN LOYALITAS PELANGGAN PADA GARTENHÜTTE KAFE. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The increasingly tight business competition in the cafe industry requires business actors to be able to manage marketing strategies effectively, especially through the 4P marketing mix (product, price, place, promotion). Inaccuracy in managing these factors can affect purchasing decisions, customer satisfaction, repeat purchases, and customer loyalty. Gartenhütte Cafe, located in Trawas, Mojokerto, as a cafe with a natural concept and a cool atmosphere, also faces challenges in optimizing these factors to improve consumer behavior. This study aims to analyze the influence of the 4P marketing mix on purchasing decisions, customer satisfaction, repeat purchases, and customer loyalty at Gartenhütte Cafe. The method used is a quantitative approach with Structural Equation Modeling (SEM) analysis to analyze the simultaneous relationship between variables in the research model. The results show that the place and promotion variables do not have a significant effect on purchasing decisions, while the product and price variables have a significant effect on purchasing decisions. Purchasing decisions are proven to have a significant effect on customer satisfaction, customer satisfaction has a significant effect on repeat purchases, and repeat purchases have a significant effect on customer loyalty. The simultaneous model produced in this study is Y1 = 0.339X1 + 0.603X2+0.132X3 + 0.156X4; Y2 = 0.343X1 + 0.611X2+ 0.134X3 + 0.158X4; Y3 = 0.333X1 + 0.593X2+ 0.130X3 + 0.153X4 ; dan Y4 = 0.346X1 + 0.6152+ 0.135X3 + 0.159X4.
| 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: | Izza Rasuna Arujie | ||||||||
| Date Deposited: | 29 May 2026 07:48 | ||||||||
| Last Modified: | 29 May 2026 08:31 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/53008 |
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