Analisis Pengaruh Marketing MIX Terhadap Keputusan Pembelian Produk Yoghurt Menggunakan Metode Partial Least Square (PLS) Di PT. Kusumasatria Agrobio Taniperkasa Batu .

Dhuhita, Ivana Puspa (2017) Analisis Pengaruh Marketing MIX Terhadap Keputusan Pembelian Produk Yoghurt Menggunakan Metode Partial Least Square (PLS) Di PT. Kusumasatria Agrobio Taniperkasa Batu . Sarjana thesis, Universitas Brawijaya.

Abstract

PT. Kusumasatria Agrobio Taniperkasa Batu merupakan perusahaan yang memproduksi produk yoghurt merek Yoguku. Seiring dengan semakin banyaknya variasi produk yoghurt membuat PT. Kusumasatria Agrobio Taniperkasa juga menghadapi persaingan bisnis yang semakin ketat. Perusahaan sebaiknya menerapkan dan perlu dipertimbangkan perilaku konsumen yang diantaranya berupa keputusan pembelian produk perusahaan yang berupa barang atau jasa yang ditawarkan ke konsumen itu.Tujuan penelitian ini adalah untuk menganalisis pengaruh setiap variabel dalam strategi marketing mix 7P(produk, harga, promosi, tempat, orang, proses dan bukti fisik) terhadap keputusan pembelian oleh konsumen Yoguku di PT. Kusumasatria Agrobio Taniperkasa Batu baik secara bersama maupun individu. Hasil penelitian ini menyatakan ada tiga variabel dominan yang mempengaruhi keputusan pembelian Yoguku, yaitu variabel produk (X1), proses (X6) dan tempat (X4). Hal ini dinyatakan dalam hasil pengujian model yang persamaannya Y= 3,539X1 + 1,101X2 + 0,547X3 + 1,984X4 + 1,441X5 + 2,296X6 + 1,063X7. Ketiga variabel ini terbukti mendapatkan nilai T-Statistics lebih dari 1,96 yang berarti mempunyai pengaruh signifikan terhadap keputusan pembelian. Variabel yang paling dominan adalah variabel produk sebesar 3,539. Nilai R-Square = 22.71% dan disarankan kepada pihak manajerial untuk mengkaji ulang strategi pemasarannya dan peneliti selanjutnya memasukkan variabel daya beli, minat, jaminan (assurance).

English Abstract

PT. Kusumasatria Agrobio Taniperkasa Batu is a company that produces Yoguku brand yogurt products. Along with the increasing variety of yogurt products make PT. Kusumasatria Agrobio Taniperkasa also faces increasingly tight business competition. Companies should apply and need to consider the behavior of consumers in the form of purchasing decisions of company products in the form of goods or services offered to consumers tersebut. The purpose of this research is to analyze the influence of each variable in marketing strategy mix 7P (product, price, promotion, place, people , Process and physical evidence) to the purchasing decision by Yoguku consumer in PT. Kusumasatria Agrobio Taniperkasa either together or individually. The results of this research model testing some indicators must be issued and get the model equation Y= 3,539X1 + 1,101X2 + 0,547X3 + 1,984X4 + 1,441X5 + 2,296X6 + 1,063X7. The results of this study indicate that there are three dominant variables that affect the purchase decision Yoguku, namely product variables, processes and places. These three variables are proven to get the value of T-Statistics more than 1.96 which means have a significant influence on purchasing decisions. The most dominant variable is the product variable of 3,539. R-Square value = 22.71% and suggested to the managerial to review its marketing strategy and researcher furthermore include purchasing power, interest, assurance (assurance).

Other obstract

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Item Type: Thesis (Sarjana)
Identification Number: SKR/FTP/2017/321/051706439
Uncontrolled Keywords: Keputusan Pembelian, Marketing Mix, Pengaruh
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Teknologi Pertanian > Teknologi Industri Pertanian
Depositing User: Kustati
Date Deposited: 09 Aug 2017 02:05
Last Modified: 29 Nov 2021 03:22
URI: http://repository.ub.ac.id/id/eprint/1128
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