CD Skripsi

Analisis Penerapan Strategi Bauran Pemasaran Dalam Meningkatkan Minat Beli Konsumen (Studi Pada De’piek Cafe & Resto Ujungbatu)

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By: Lailatul Adawiyah
Email: [email protected]
Supervisor : Dr. Lie Othman, S.Pi, MM
Business Administration Study Program, Department of Administrative Sciences.
Faculty of Social and Political Science. Riau University. Pekanbaru. Indonesia
Bina Widya Campus
Jl. H.R Soebrantas Km 12,5 Simpang Baru, Pekanbaru 28293
Telp/Fax. 0761-63277
ABSTRACT
This study aims to determine and analyze the application of marketing mix
strategies (product quality, pricing, location and promotion implementation) in
increasing consumer buying interest at De'piek Cafe & Resto Ujungbatu. The
method used in this study is descriptive quantitative with SPSS version 24
program. The population in this study were all consumers who made purchases at
De'piek Cafe & Resto Ujungbatu totaling 20,160 people and the sample of this
study was 100 respondents from De'piek consumers. Ujungbatu Cafe & Resto.
The sampling technique used in this research is accidental sampling. For data
collection techniques through questionnaires and using a Likert scale, the types
and sources of data used primary and secondary data. From the data analysis
includes validity test, reliability test, classical assumption test of normality,
classic multicollinearity assumption test, classical assumption test of
heteroscedasticity, and multiple linear analysis along with analysis of the
coefficient of determination (R2), significant test with partial test test (t test),
simultaneous test (f test). In this study the results obtained are that product quality
(X1) has a positive and significant effect on consumer buying interest (Y), pricing
(X2) has a positive and significant effect on consumer buying interest (Y), location
(X3) has a positive and significant effect. on consumer buying interest (Y),
promotion implementation (X4) has a positive and significant effect on consumer
buying interest (Y), and product quality (X1), pricing (X2), location (X3), and
promotion implementation (X4) positive and significant to consumer buying
interest (Y). Thus, De'piek Cafe & Resto Ujungbatu should pay more attention to
all the factors that influence consumers to come back and add new menus that are
more creative and unique, so that consumers are interested in coming to buy at
De'piek Cafe & Resto Ujungbatu.
Keywords: Product Quality, Pricing, Location, Promotion
Implementation and Consumer Buying Interest.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1801124087

Penerbit

Pekanbaru : Universitas Riau - FSIP - ADMINISTRASI BISNIS., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1801124087

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Ilmu Administrasi Bisnis

Info Detail Spesifik

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Pernyataan Tanggungjawab

Deti

Versi lain/terkait

Lampiran Berkas

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