CD Tesis

Pengaruh Bauran Pemasaran (Marketing Mix) Terhadap Keputusan Pembelian Konsumen Di Resto Seafood Kateringpku Kota Pekanbaru

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To be able to compete with other seafood restaurants, a marketing mix consisting of product, price, place, and promotion is needed to create a competitive advantage in consumer purchasing decisions. This research was conducted in September-October 2023 at Kateringpku seafood restaurant in Pekanbaru city. The purpose of this study was to determine the application of the marketing mix to seafood products and analyze the effect of the marketing mix on consumer purchasing decisions at Kateringpku seafood restaurant. The method used in this research is the case study method and is analyzed using multiple linear regression analysis. The number of respondents in this study were 100 respondents. The results of this study indicate that the marketing mix variable has a real effect on consumer purchasing decisions at Kateringpku seafood restaurant, namely 59.6% and the remaining 40.4% is influenced by other factors not examined. And all marketing mix variables partially have a real effect on consumer purchasing decisions at Kateringpku seafood restaurant in Pekanbaru City. And product and price variables have the most dominant influence on consumer purchasing decisions at Resto Seafood Katering PKU Pekanbaru City.
Keywords: Marketing Mix, Consumer Purchasing Decisions

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1904111620

Penerbit

Pekanbaru : Universitas Riau FAPERIKA Agrobisnis Perikanan., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1904111620

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

AGROBISNIS PERIKANAN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Jaka

Versi lain/terkait

Lampiran Berkas

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