Adisti, Kirana Putri (2025) ANALISIS PENGARUH MARKETING MIX 4P TERHADAP WORD OF MOUTH, PURCHASE DECISION, DAN REPURCHASE INTENTION KOPI KELILING SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Kopi Keliling Surabaya is a coffee drink brand that comes with a mobile coffee concept targeting urban consumers. In an effort to increase marketing effectiveness, Kopi Keliling faces challenges in managing marketing mix elements (product, price, place, and promotion) that affect Word of Mouth (WOM), purchase decisions, and repurchase intentions. This study aims to analyze the effect of the 4P marketing mix on WOM, purchase decision, and repurchase intention of Kopi Keliling Surabaya. The method used in this research is Structural Equation Modeling (SEM) with a quantitative approach. SEM is used to analyze the simultaneous relationship between variables. The results showed that the product and place variables could not be proven, while the price and promotion variables showed a significant effect on WOM, purchase decision but had no significant effect on repurchase intention. The simultaneous model generated in this study is Y₁ = 0.159 X₂ + 0.725 X₃ + Z₃; Y₂ = 0.065 X₂ + 0.297 X₃ + Z₄; and Y₃ = 0.205 X₂ + 0.937 X₃ + Z₅.
| 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: | kirana putri adisti | ||||||||
| Date Deposited: | 17 Jun 2025 08:15 | ||||||||
| Last Modified: | 17 Jun 2025 08:15 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/38075 |
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