Analisis Pengaruh Bauran Pemasaran (Marketing Mix) Terhadap Keputusan Pembelian dan Kepuasan Konsumen (Studi Kasus di UKM Keripik Apel UD Ramayana Agro Mandiri Batu)

Putri, Dio Gizky (2018) Analisis Pengaruh Bauran Pemasaran (Marketing Mix) Terhadap Keputusan Pembelian dan Kepuasan Konsumen (Studi Kasus di UKM Keripik Apel UD Ramayana Agro Mandiri Batu). Sarjana thesis, Universitas Brawijaya.

Abstract

Indonesia merupakan negara agraris yang mayoritas penduduknya berprofesi sebagai petani, salah satu komoditas yang dihasilkan yaitu tanaman apel Banyaknya pesaing keripik apel di kota Batu menyebabkan perlunya mengetahui cara untuk memasarkan dengan baik agar produk yang mereka produksi lebih banyak dikenal oleh masyarakat luas. Tujuan dari penelitian ini yaitu untuk menentukan indikator yang paling berpengaruh terhadap bauran pemasaran, keputusan pembelian dan kepuasan konsumen, mengetahui pengaruh bauran pemasaran terhadap keputusan pembelian dan pengaruh keputusan pembelian terhadap kepuasan konsumen keripik apel UD Ramayana Agro Mandiri. Pada usaha ini maka dilakukan penelitian dengan menggunakan analisis unsur-unsur dalam bauran pemasaran 4P yaitu produk, harga, lokasi dan promosi dengan menggunakan metode Partial Least Square (PLS). Jenis pengumpulan data yaitu dengan menggunakan kuesioner dengan 95 responden yang memiliki karakteristik umur 20-55 tahun dan pernah mengkonsumsi keripik apel UD. Ramayana minimal 2 kali dalam satu bulan terakhir. Hasil yang di harapkan dalam penelitian ini yaitu dapat di ketahui pengaruh bauran pemasaran terhadap keputusan pembelian dan kepuasan konsumen, sehingga dapat digunakan sebagai dasar dalam penetapan strategi pemasaran yang tepat. Hasil dari penelitian ini menunjukkan bahwa variabel produk, harga, lokasi dan promosi berpengaruh signifikan terhadap keputusan pembelian. Variabel keputusan pembelian juga berpengaruh positif dan signifikan terhadap kepuasan konsumen. Variabel yang paling berpengaruh dominan terhadap keputusan pembelian dan kepuasan konsumen adalah variabel lokasi karena lokasi UD. Ramayana dianggap mudah dijangkau baik menggunakan angkutan umum ataupun pribadi. Lokasi pembelian keripik apel UD. Ramayana mudah di cari oleh konsumen.

English Abstract

Indonesia is an agrarian country which majority of its population work as a farmer. One of most common commodities that they have is Apple. It is a fruit that easily grow in tropical area with the height of 700 to 1200 meters above sea level both in dry and humid areas. One of the most well known apples are from city called Batu. People are getting more creative than ever in producing various products that made from apple fruit to accommodate demands from market so that product that they have created creates selling opportunity by making product that both unique and long lasting to people around the area or potential buyers. The purpose of this research is to determine the most influential indicator toward Marketing Mix method, to know the buying decision and consumer satisfaction factor of UD Ramayana Agro Mandiri’s Apple Chips customer. This research uses 4P Marketing Mix method such as product, price, location, and promotion using Partial Least Square (PLS). For data collection purpose, the researcher uses questionnaire with 95 people as a respondents with age-span of 20 to 55 years old and had consumed UD Ramayana’s Apple Chips at least two times during this last month. The researcher hopes that the result of this research can figure out the influence of marketing mix method toward buying decision and consumer satisfaction, so that this method can be used as a basic approach to an effective and proper product marketing. The result of this research shows that product variable, price, location, and promotion activity significantly affect consumer satisfaction variable. The most influential product variable toward buying decision and consumer satisfaction of Apple Chips are different taste from its competitors, product, price, location, promotion activity variable gives positive impact toward buying decision and consumer satisfaction of this product.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FTP/2018/85/051802485
Uncontrolled Keywords: Bauran Pemasaran, Keputusan Pembelian, Kepuasan Konsumen.
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Teknologi Pertanian > Teknologi Industri Pertanian
Depositing User: Budi Wahyono Wahyono
Date Deposited: 05 Jun 2018 00:22
Last Modified: 18 Oct 2021 04:44
URI: http://repository.ub.ac.id/id/eprint/11361
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