CD Skripsi

Analisis Bauran Pemasaran Terhadap Perilaku Konsumen Dalam Pembelian Sayur Di Pasar Modern Jumbo Mart Delima Di Kecamatan Tampan Kota Pekanbaru

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ABSTRACT
The modern market is a market that is managed using more modern management, in managing modern markets a good marketing mix is needed to convey information widely, introduce a product of goods and services, stimulate consumers to buy and even create personal preferences for the image of a product. Tampan District has 140 modern markets, one of which is the Modern Jumbo Mart Delima market which sells various community needs, one of which is vegetables with the most complete types. The objectives of this study are 1) Identifying consumer characteristics 2) Analyzing the marketing mix of products, prices, places, services and promotions on consumer behavior 3) Knowing which marketing mix variables have the most dominant influence. This research was conducted at the Modern Jumbo Mart Delima Market in Tampan District, Pekanbaru City. Determination of respondents is done by purposive sampling with the criteria that consumers are 17 years old and have shopped at least twice. The data analysis used in this research is descriptive analysis and multiple linear regression analysis. The results of this study are product, price, place and service have a significant effect on consumer behavior, while service has no significant effect.
Keywords: Marketing mix, consumer behavior, modern market

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1806124671

Penerbit

Pekanbaru : Universitas Riau –Fakultas Pertanian–Agribisnsis., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1806124671

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

DAUS

Versi lain/terkait

Lampiran Berkas

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