Natasyah, Naya Putri (2026) ANALISIS PENGARUH MARKETING MIX 7P TERHADAP KEPUTUSAN PEMBELIAN DAN PEMBELIAN ULANG BAKMI MAKYUS DI KOTA SURABAYA (PENDEKATAN: STRUCTURAL EQUATION MODELLING). Undergraduate thesis, UPN Veteran Jawa Timur.
|
Text (COVER)
COVER.pdf Download (5MB) | Preview |
|
|
Text (BAB 1)
BAB 1.pdf Download (675kB) | Preview |
|
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (BAB 2)
BAB 2.pdf Restricted to Repository staff only until 27 May 2028. Download (1MB) |
|
|
Text (BAB 3)
BAB 3.pdf Restricted to Repository staff only until 27 May 2028. Download (850kB) |
|
|
Text (BAB 4)
BAB 4.pdf Restricted to Repository staff only until 27 May 2028. Download (2MB) |
|
|
Text (BAB 5)
BAB 5.pdf Download (352kB) | Preview |
|
|
Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA.pdf Download (417kB) | Preview |
|
|
Text (LAMPIRAN)
LAMPIRAN.pdf Restricted to Repository staff only until 27 May 2028. Download (4MB) |
Abstract
Competition in the food and beverage sector continues to increase, requiring businesses to develop appropriate marketing strategies to attract and retain consumers. This study aims to analyze the effect of the 7P Marketing Mix, which includes Product, Price, Place, Promotion, People, Process, and Physical evidence, on purchasing decisions and repeat purchases at Bakmi Makyus Ngagel. The method used is Structural Equation Modeling (SEM) with the help of AMOS software. Data collection was carried out by distributing online questionnaires using Google Forms to 150 respondents who met the research criteria. The results show that the variables of Price, Place, People, and Physical Evidence have a significant effect on purchasing decisions. Meanwhile, the variables of Product, Promotion, and Process do not have a significant effect on purchasing decisions. Furthermore, purchasing decisions have been proven to have a significant effect on repeat purchases. In direct relation to repeat purchases, the variables Product and Process have a significant effect, while Price, Place, Promotion, People, and Physical Evidence do not have a significant effect on repeat purchases. These findings show that purchasing decisions play an important role in encouraging repeat purchases, and that there are differences in the patterns of influence between marketing mix factors on purchasing decisions and repeat purchases.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||||||
| Subjects: | T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering | ||||||||||||
| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||||||
| Depositing User: | Naya Putri Natasyah | ||||||||||||
| Date Deposited: | 29 May 2026 07:37 | ||||||||||||
| Last Modified: | 29 May 2026 08:25 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/53010 |
Actions (login required)
 |
View Item |