Caesarika, Mechtildis Vanessa (2025) Analisis Pengaruh Marketing Mix 4P Terhadap Keputusan Pembelian Dan Pembelian Ulang Menggunakan Tool SEM (Studi Kasus Pada Konsumen Nuget Fiesta di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Competition in the instant food industry, especially processed products such as nuggets, is increasing along with the public's need for practical food. One of the nugget brands, Fiesta, experienced a decline in its ranking in the Top Brand Index from 2022-2024, so an evaluation is needed through the 4P marketing mix approach, namely product, price, place, and promotion. The method used is quantitative with data collection through questionnaires from 130 respondents in Surabaya and analyzed using Structural Equation Modelling (SEM)-AMOS. The results show that product, price, and promotion have a significant effect on purchasing decisions, place does not have a significant effect on purchasing decisions. Not all aspects of the 4P marketing mix have a significant effect on repeat purchases. Product and price have a significant effect on repeat purchases, place and promotion do not have a significant effect on repeat purchases, and purchasing decisions have a significant effect on repeat purchases
| 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: | Mechtildis Vanessa Caesarika | ||||||||
| Date Deposited: | 13 Jun 2025 07:41 | ||||||||
| Last Modified: | 13 Jun 2025 07:41 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37439 |
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