Faujah, Lutfianis (2018) Analisis Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Dan kepuasan Konsumen Produk Roti (Studi Kasus : Di Food Processing and Training Center FPTC THP UB Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Saat ini perkembangan industri roti di kota Malang mengalami kemajuan yang pesat. Hal ini dapat dilihat dari banyaknya usaha dibidang kuliner khususnya produk roti yang cukup diminati oleh masyarakat. Roti adalah salah satu jenis roti yang terbuat dari adonan manis yang di fermentasi serta mengandung 10% gula atau lebih. Bahan utama dari roti manis adalah tepung terigu, air, ragi roti dan garam. FPTC THP UB merupakan pusat produksi pangan dan pelatihan yang terdiri unit produksi bakery pangan fungsional produk. FPTC THP UB memiliki volume produksi sebesar 160 produk per hari. Namun FPTC THP UB memiliki permasalahan pada kapasitas produksi yang fluktuatif karena banyaknya pesaing baru. Selain itu, penjualan tidak stabil disebabkan tingkat daya beli masyarakat menurun. Penerapan pemasaran dapat memberikan umpan balik bagi perusahaan untuk meningkatkan penjualan dan memaksimumkan keuntungan. Tujuan penelitian ini menentukan pengaruh bauran pemasaran keputusan pembelian terhadap kepuasan konsumen dan pengaruh yang dominan terhadap kepuasan konsumen. Salah satu metode yang digunakan adalah metode PLS (Partial Least Square), bauran pemasaran (X) sebagai variabel eksogen, serta keputusan pembelian (Y1) dan kepuasan konsumen (Y2) sebagai variabel endogen. Responden yang digunakan adalah 96 mahasiswa FTP Universitas Brawijaya. Pada penelitian ini diperoleh model persamaan struktural yaitu Y1 = 0.093 X1 + 1.777 X2+ 1 982 X3 + 2.776 X4 + 0.748 X5 + 0.272 X6 + 2.470 X7 + ς1. Hasil penelitian menunjukkan bahwa harga, tempat, promosi, dan bukti fisik berpengaruh signifikan. Sedangkan produk, orang dan proses tidak berpengaruh signifikan terhadap keputusan pembelian, sedangkan harga, promosi, tempat, dan bukti fisik berpengaruh signifikan terhadap keputusan pembelian. Keputusan pembelian berpengaruh signifikan terhadap kepuasan konsumen, karena memiliki harga yang terjangkau, nyaman dan tempatnya bersih.
English Abstract
The current development of the industry of bread in Malang of rapid progress. It can be seen from the large number of undertakings in the field of culinary especially bakery products are quite sought after by the public. The bread is a type of bread made from dough fermentation in sweet and contains 10% sugar or more. The main ingredient of sweet bread is flour, water, yeast bread and salt. FPTC THP UB is central to food production and training which consists of functional food bakery production units of the product. FPTC THP UB has a production volume of 160 product per day. However, FPTC THP UB has problems on fluctuating production capacity because of the many new competitors. In addition, sales of unstable due to the level of purchasing power decreased. The application of marketing can provide feedback for the company to increase sales and maximise profits. The purpose of this research was to determine the influence of marketing mix purchase decisions towards customer satisfaction and the dominant influence towards customer satisfaction. One method used is the method PLS (Partial Least Square), the marketing mix (X) as an exogenous variable, as well as purchasing decisions (Y1) and customer satisfaction (Y2) as the endogenous variables. The respondents used were 96 students of FTP Universitas Brawijaya. In this research we get the model of structural equation that is Y1 = 0.093 X1 + 1.777 X2 + 1 982 X3 + 2.776 X4 + 0.748 X5 + 0.272 X6 + 2.470 X7 + ς1. The results showed that the price, place, promotion, and physical evidence of significant effect. While the products, people and processes do not affect significantly to purchasing decisions, while price, promotion, place, and physical evidence of significant effect against the purchasing decision. Influential buying decision significantly to consumer satisfaction, because it has a reasonable price, comfortable and clean place.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2018/80/051802480 |
| Uncontrolled Keywords: | Bauran Pemasaran, Keputusan Pembelian, Kepuasan Konsumen |
| Subjects: | 600 Technology (Applied sciences) > 664 Food technology > 664.7 Grains, other seeds, their derived products > 664.75 Secondary products > 664.752 Bakery goods > 664.752 3 Breads |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 04 Jun 2018 06:23 |
| Last Modified: | 18 Oct 2021 04:37 |
| URI: | http://repository.ub.ac.id/id/eprint/11339 |
![[thumbnail of BAGIAN DEPAN.pdf]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text
BAGIAN DEPAN.pdf Restricted to Registered users only Download (529kB) |
|
Text
BAB I.pdf Restricted to Registered users only Download (102kB) |
|
Text
BAB II.pdf Restricted to Registered users only Download (296kB) |
|
Text
BAB III.pdf Restricted to Registered users only Download (448kB) |
|
Text
BAB IV.pdf Restricted to Registered users only Download (1MB) |
|
Text
BAB V.pdf Restricted to Registered users only Download (166kB) |
|
Text
DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (291kB) |
Actions (login required)
 |
View Item |