CD Skripsi

Pengaruh Bauran Pemasaran (Marketing Mix) Terhadap Keputusan Pembelian Keripik Cabe Hj. Karmi Di Kota Dumai

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ABSTRACT
The chili chips business competition in Dumai City had a major impact on the UMKM Hj. Karmi Chili Chips, which experienced a decline in production due to decreased consumer demand. This study aims to analyze consumer assessment of the marketing mix of Hj. Karmi Chilli Chips and its comparison with competitors in Dumai City, determine the level of importance of marketing mix attributes of chili chips, find out the reasons consumers do not buy Hj. Karmi Chilli Chips, and identify the influence of the 7P marketing mix elements on purchasing decision of Hj. Karmi Chili Chips. Research using survey methods of observations and interviews. Sampling using non-probability sampling method, namely accidental sampling of 80 samples (40 Hj. Karmi respondents and 40 competitor respondents). The first objective was analyzed using a Likert scale, the second and third objectives were analyzed descriptively, and the fourth objective used multiple linear regression. The results showed that the marketing mix of Hj. Karmi Chili Chips as a whole was considered good by consumers. Attributes of the marketing mix based on the most important level of consumer interest the attributes of taste or product quality. The reason respondents did not buy Hj. Karmi Chilli Chips was because they were not familiar with the product, and had never found the product at public outlets in Dumai City. Partially, five variables have a significant effect (product, price, promotion, process and physical evidence), and the remaining two variables (place and people) have no significant effect on the purchasing decision of Hj. Karmi Chili Chips in Dumai City.
Keywords: Marketing Mix 7P (Product, Price, Place, Promotion, People, Process, Physical Evidence), Hj. Karmi Chili Chips, Competitors, Purchase Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1806113734

Penerbit

Pekanbaru : Universitas Riau –Fakultas Pertanian–Agribisnis., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1806113734

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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