CD Tesis

Analisis Strategi Bauran Pemasaran Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Industri Coffee Shop Di Kota Pekanbaru

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The rise of coffee shops in Pekanbaru has become a new sight in recent years. Not
only a place to eat and drink, people now make coffee shops as a place to carry
out various activities such as meeting with clients, meeting with colleagues,
gathering with friends, or even just relaxing alone while reading a book and
enjoying coffee. Efforts to maintain and increase consumers are not easy,
especially in the rapid flow of coffee shop business competition in Pekanbaru.
Retaining consumers means that business actors must be able to satisfy what
consumers need and want more than what competitors provide. This study was
aimed to analyze the marketing mix strategy, purchasing decisions and consumer
satisfaction in the coffee shop industry in Pekanbaru. This study uses a descriptive
quantitative approach with an explanatory research approach to explain and
measure the influence of the marketing mix with product, price, promotion, place,
purchasing decisions and consumer satisfaction. The the sampling technique used
is non-probability sampling. The number of research samples is 100 people who
had made a purchase at coffee shops in Pekanbaru. The data analysis method
used in this study is using SEM (structural equation modeling) analysis using the
PLS (partial least square) program to test the relationship between variables. The
results in this study that product, price, place and promotion had a positive effect
on purchasing decisions, purchasing decisions had a significant effect on
consumer satisfaction, product, price, place and promotion had a significant
effect on consumer satisfaction through purchasing decisions.
Keywords: Marketing Mix, Purchasing Decision, Customer Satisfaction,
Structural Equation Modeling

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 221 (0010)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2021

Deskripsi Fisik

xiv, 127 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 221 (0010)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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