CD Skripsi

Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Konsumen Kopi Kenangan Di Kota Pekanbaru (Studi Kasus Outlet Kopi Kenangan Cabang Jalan Riau)

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ABSTRACT
This study aims to analyze the influence of the marketing mix (product, price,
place, promotion, people, process, and physical evidence) on consumer purchasing
decisions at Kopi Kenangan in Pekanbaru City, with a case study at the Kopi
Kenangan outlet on Jalan Riau. This research employs a quantitative method with
a survey approach. The sampling technique used was non-probability sampling
with purposive sampling, involving 100 respondents who met the criteria, namely
consumers who had made purchases at least three times and were over 17 years
old. Data analysis was conducted using the Structural Equation Modeling–Partial
Least Square (SEM-PLS) method through the SmartPLS application. The results
show that the variables of product, price, promotion, and process have a significant
effect on consumer purchasing decisions, while place, people, and physical
evidence do not have a significant effect. These findings indicate that product
quality, price suitability, promotional strategies, and service process efficiency are
the main factors influencing consumer decisions to purchase Kopi Kenangan
products. In conclusion, businesses are encouraged to focus on improving product
quality, pricing strategies, promotional effectiveness, and service efficiency in order
to enhance consumer purchasing decisions and strengthen competitive advantage
in the beverage industry.
Keywords: Marketing mix, purchasing decision, Kopi Kenangan, SEM-PLS

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2106114065

Penerbit

Pekanbaru : Universitas Riau – F.PERTANIAN – AGRIBISNIS., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2106114065

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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