Zulaikhah, Siti (2026) Analisis Pengaruh Marketing Mix 7P Terhadap Minat Beli, Keputusan Pembelian, Kepuasan Pelanggan, Dan Pembelian Ulang (Studi Kasus: Mie Gacoan Jombang Menggunakan Metode CB-SEM). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of the 7P Marketing Mix consisting of product, price, place, promotion, people, process, and physical evidence on purchasing interest, the influence of purchasing interest on purchasing decisions, purchasing decisions on customer satisfaction, and customer satisfaction on repeat purchases among consumers of Mie Gacoan Jombang. This study uses a quantitative approach with the Covariance Based Structural Equation Modeling (CB-SEM) method processed using AMOS software. Data collection was carried out by distributing questionnaires to respondents who had purchased Mie Gacoan Jombang products at least twice. The data obtained were then analyzed through several stages, namely validity testing, reliability testing, significance testing, measurement model evaluation, structural model, and modification model. The results showed that product had a significant effect on purchasing interest with a regression coefficient of 0.279; price had an insignificant effect on purchasing interest with a regression coefficient of 0.122; place had a significant effect on purchasing interest with a regression coefficient of 0.165; promotion had a significant effect on purchasing interest with a regression coefficient of 0.309; Product has a significant effect on purchase intention with a regression coefficient of 0.279; people have a significant effect on purchase intention with a regression coefficient of 0.272; process has a significant effect on purchase intention with a regression coefficient of 0.269; physical evidence has a significant effect on purchase intention with a regression coefficient of 0.289; purchase intention has a significant effect on purchase decision with a regression coefficient of 0.787; purchase decision has a significant effect on customer satisfaction with a regression coefficient of 0.516; and customer satisfaction has a significant effect on repeat purchase with a regression coefficient of 1.237. The strong regression between customer satisfaction and repeat purchases can be a consideration for Mie Gacoan Jombang to continue to strive to improve customer satisfaction in order to encourage repeat purchases among consumers.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||
| Depositing User: | Zulaikhah Siti | ||||||||
| Date Deposited: | 26 May 2026 07:26 | ||||||||
| Last Modified: | 26 May 2026 07:26 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52784 |
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