CD Skripsi

Analisis Hubungan Bauran Pemasaran Terhadap Keputusan Konsumen Dalam Pembelian Produk Mie Musbar Di Kecamatan Sukajadi Kota Pekanbaru

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Competition in the wet noodle business in Pekanbaru City has had a major impact on UMKM Musbar Noodle which have experienced a decline in production due to declining consumer demand. This research aims to determine the characteristics of consumers in purchasing Musbar Noodle products, to find out consumer assessments of the 7P marketing mix for purchasing Musbar Noodle products in Sukajadi District, Pekanbaru City. This research was conducted in Mie Musbar in Sukajadi District. The sampling method uses survey and interview methods. Sampling used a non-probability sampling method, namely purposive sampling with a sample size of 60 respondents. Data analysis used in this research used quantitative descriptive analysis and Spearman rank correlation analysis. The first and second objectives were analyzed using descriptive analysis and the third objective used Spearman rank correlation analysis. The research results show that consumer characteristics are dominated by women, in the age group 29-38 years, high school/equivalent education and household income > Rp. 5.000.000. Consumer assessment of the 7P marketing mix as a whole is considered good by consumers. The relationship between the 7P marketing mix and consumer decisions has a very strong, strong and quite strong and significant relationship.


Keyword: Marketing mix, wet noodle, consumer decisions.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2006112190

Penerbit

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

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2006112190

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

Zenny

Versi lain/terkait

Lampiran Berkas

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