CD Skripsi

Analisis Hubungan Bauran Pemasaran Terhadap Keputusan Konsumen Dalam Pembelian Jamur Tiram Di Rumah Jamur Nando Kota Pekanbaru

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Many people today are starting to realize the importance of healthy living by consuming oyster mushrooms. One of the oyster mushroom cultivation businesses in Pekanbaru City is the Rumah Jamur Nando. Rumah Jamur Nando must of course be able to face competition through a marketing mix strategy to attract consumers. This study aims to 1) determine the characteristics of oyster mushroom consumers at the Rumah Jamur Nando, 2) determine consumer assessment of oyster mushrooms through the marketing mix at Rumah Jamur Nando 3) analyze the relationship between the marketing mix and consumer decisions in purchasing oyster mushrooms at the Rumah Jamur Nando. Sampling in this study using purposive sampling method with a sample size of 75 respondents. Data analysis using descriptive analysis and quantitative analysis using rank spearman. The results of the spearman rank test on the oyster mushroom marketing mix variables at the Rumah Jamur Nando obtained a correlation coefficient value for the product variable in the very strong relationship category. The correlation coefficient value for the price, place, promotion, people and physical evidence variables is in the strong relationship category and for the process variable with a fairly strong relationship category. The correlation coefficient value for all marketing mix variables is positive and there is a significant relationship to consumer purchasing decisions at the Rumah Jamur Nando, or it can be said that Ho is rejected and Ha is accepted.

Keywords: Marketing mix, purchase decision, consumer, relationship, oyster mushroom

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1906112195

Penerbit

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

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1906112195

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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