CD Skripsi

Analisis Pengaruh Bauran Pemasaran Terhadap Perilaku Konsumen Dalam Pembelian BUah Apel di Pasar Buah 88 Pekanbaru

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This study endeavors to analyze the marketing mix's impact on the purchasing behavior of apple consumers in the contemporary marketplace, specifically focusing on the Pasar Buah 88. It seeks to examine the characteristics of apple consumers, investigate the influence of marketing mix components (product, price, place, promotion, and service quality) on consumer behavior in apple purchasing, and determine which marketing mix variable exerts the most significant impact on consumer behavior within the Pasar Buah 88. Conducted between February and July 2023, the research enlisted 60 respondents through a purposive sampling method. Data were acquired from primary sources, namely questionnaires, and secondary sources, including specific institutions such as the central statistics agency. The research findings reveal that the predominant demographic of apple consumers at the Pasar Buah 88 comprises females aged 36-45, married, holding bachelor's degrees, employed in the private sector, with an average monthly income ranging from Rp. 3,600,000 to Rp. 6,500,000. The analysis demonstrates that service quality, product, and price significantly impact consumer behavior. Furthermore, the combined effect of product, price, place, promotion, and service influences consumer behavior collectively. Notably, service quality (X5) emerges as the most influential variable affecting consumer behavior, as determined by the results of multiple linear regression analysis.
Keyword: marketing mix , consumer behavior, modern market

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1806111644

Penerbit

Pekanbaru : Univeritas Riau - F. Pertanian - Agribisnis., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1806111644

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

AGRIBISNIS

Info Detail Spesifik

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Pernyataan Tanggungjawab

Vina

Versi lain/terkait

Lampiran Berkas

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