CD Skripsi

Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pada Fore Coffee Di Kota Pekanbaru

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ABSTRACT
Consumer purchase decisions are a critical aspect requiring serious attention, as
they form the foundation for companies to design effective marketing strategies.
This study aims to analyze the influence of the marketing mix, comprising product,
price, place, promotion, and service, on consumer purchase decisions at Fore
Coffee in Pekanbaru City. The research employs a quantitative approach using a
survey method, with data collected through questionnaires distributed to 100
respondents. Respondents were selected using purposive sampling criteria,
targeting consumers aged 17 and above who had made at least two purchases at
Fore Coffee outlets in Pekanbaru. Data analysis was conducted using the
Structural Equation Modeling-Partial Least Squares (SEM-PLS) method to
evaluate the relationship between marketing mix variables and purchase
decisions. The results show that the product, price, and promotion variables
significantly influence consumer purchase decisions. In contrast, the place and
service variables do not have a significant impact. The study also highlights the
characteristics of Fore Coffee consumers, who are predominantly female students
and young adults with an average monthly spending of less than IDR 50,000.
These findings imply that Fore Coffee should focus on enhancing product quality,
implementing competitive pricing strategies, and adopting creative and innovative
promotional efforts to attract more consumers and encourage repeat purchases.
Additionally, this study provides valuable insights for other businesses in
understanding the role of the marketing mix in influencing consumer behavior.
Keywords: coffee shop, marketing mix, purchasing decisions, SEM-PLS

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2106135791

Penerbit

Pekanbaru : Universitas Riau – F.PERTANIAN – AGRIBISNIS., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2106135791

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Agribinis

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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