Triwardani, Agil (2026) ANALISIS PENGARUH MARKETING MIX 7P TERHADAP KEPUTUSAN PEMBELIAN DAN PEMBELIAN ULANG MENGGUNAKAN METODE SEM (Studi Kasus di Kafe D’Coffee Cup Merr Surabaya). Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
The rapid growth of the culinary industry in Indonesia has intensified competition among business actors, making it necessary to implement appropriate marketing strategies to attract and retain consumers. D’Coffee Cup Merr Surabaya is one of the cafés facing this competitive condition, where the level of customer satisfaction still needs to be improved in order to encourage purchase decisions and repurchase behavior. The purpose of this study is to analyze the effect of the 7P marketing mix on purchase decisions and repurchase behavior of consumers at D’Coffee Cup Merr Surabaya. The research method used is Structural Equation Modeling (SEM) with a Covariance-Based SEM (CB-SEM) approach and Maximum Likelihood (ML) estimation technique. Data processing was carried out using AMOS software involving 140 respondents. The results show that the product variable has a significant effect on purchase decisions and repurchase behavior, while the price variable only has a significant effect on purchase decisions. The place, promotion, process, and physical evidence variables do not have a significant effect, while the people variable was eliminated due to multicollinearity. In addition, purchase decisions were proven to have a positive and significant effect on repurchase behavior. The findings indicate that the product aspect plays an important role in encouraging consumer purchase decisions and repurchase behavior.
| 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: | Agil Triwardani | ||||||||
| Date Deposited: | 29 Apr 2026 07:36 | ||||||||
| Last Modified: | 29 Apr 2026 07:36 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/51291 |
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