Analisis Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Produk Keripik Kentang Agronas Gizi Food dengan Metode Structural Equation Modelling (SEM).

Amalia M, Nur (2014) Analisis Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Produk Keripik Kentang Agronas Gizi Food dengan Metode Structural Equation Modelling (SEM). Sarjana thesis, Universitas Brawijaya.

Abstract

Keripik kentang adalah hasil olahan kentang yang telah dikenal masyarakat Indonesia sebagai salah satu jenis makanan ringan. Banyaknya produsen keripik kentang, menimbulkan persaingan yang ketat. Perusahaan Agronas Gizi Food, sebagai salah satu produsen keripik kentang yang berada di Kota Batu, perlu melakukan perancangan strategi pemasaran yang tepat. Tujuan yang ingin dicapai dalam penelitian ini adalah mengetahui pengaruh variabel bauran pemasaran 7P yang terdiri dari produk (product), harga (price), promosi (promotion), tempat/distribusi (place), orang (people), bukti fisik (physical evidence), dan proses (process) terhadap keputusan pembelian konsumen sebagai pertimbangan perusahaan dalam menetapkan strategi pemasaran. Analisis data dilakukan dengan metode Structural Equation Modelling (SEM). SEM adalah teknik statistik yang merupakan gabungan dari analisis faktor dan analisis regresi untuk menguji sebuah model dan mengetahui hubungan antar variabel yang diobservasi serta antara indikator dan variabel tersebut. Responden yang terlibat dalam penelitian adalah sebanyak 200 responden, yang diperoleh dengan metode purposive sampling. Teknik ini merupakan teknik penetapan sampel dari suatu populasi sesuai dengan tujuan penelitian, sehingga sampel dapat mewakili karakteristik populasi yang telah dikenal sebelumnya. Hasil analisis menunjukkan bahwa variabel produk, harga, promosi, tempat/distribusi, dan bukti fisik berpengaruh positif dan signifikan terhadap keputusan pembelian keripik kentang Agronas Gizi Food sedangkan variabel orang dan proses berpengaruh positif tapi tidak signifikan terhadap keputusan pembelian keripik kentang Agronas Gizi Food. Variabel produk merupakan variabel yang paling berpengaruh terhadap keputusan pembelian keripik kentang Agronas Gizi Food dengan rasa sebagai indikator yang paling diperhatikan oleh konsumen.

English Abstract

Potato chips is processed potatoes that has been known Indonesian people as one kind of snack. Many potato chips producers inflict an intense competition. Agronas Gizi Food Company as one of potato chips producer which was located in Batu needs to set up apropriate marketing strategies. The aim of this research was to determine influence of 7P marketing mix that consists of product, price, promotion, place/distribution, people, physical evidence, and process to purchase decision by consumers as consideration of the company in setting marketing strategies. Analysis of datas done by Structural Equation Modelling (SEM) method. SEM is a statistical technique that combined by factor analysis and regression analysis to test a model and knowing the relations between variables observed or between indicators and variables. This research involved 200 respondents obtained by purposive sampling method. This technique is a technique samples taken from a population according to research purposes so samples can be representing characteristic population that has been known before. The result analysis showed that product, price, promotion, place/distribution, and physical evidence gave positive and significant influence to purchase decision of Agronas Gizi Food potato chips. People and processes gave positive but non significant influence to purchase decision of Agronas Gizi Food potato chips. Product was the most influencing variable among others.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FTP/2014/355/051405845
Subjects:	300 Social sciences > 338 Production > 338.1 Agriculture
Divisions:	Fakultas Teknologi Pertanian > Teknologi Industri Pertanian
Depositing User:	Budi Wahyono Wahyono
Date Deposited:	13 Oct 2014 08:38
Last Modified:	11 Mar 2022 05:20
URI:	http://repository.ub.ac.id/id/eprint/149758

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