The Effect of Marketing Mix towards Customer Satisfaction in Vespa Coffee Bar Sumbawa Barat during Covid-19 Pandemic.

Shafara, Aliza Rizky and Dr. Riyanti Isaskar, SP., M. Si and Novi Haryati,, SP., MP. (2022) The Effect of Marketing Mix towards Customer Satisfaction in Vespa Coffee Bar Sumbawa Barat during Covid-19 Pandemic. Magister thesis, Universitas Brawijaya.

Abstract

Indonesia memiliki potensi dalam pengembangan industri kopi dilihat dari jumlah konsumsi kopi di Indonesia yang terus bertambah setiap tahunnya. Namun, pandemi Covid-19 memberikan dampak negatif yang cukup besar bagi seluruh dunia. Untuk mengatasi hal tersebut, perusahaan perlu menciptakan inovasi dan merancang strategi pemasaran yang tepat guna mencapai kepuasan pelanggan dan meningkatkan penjualan produk atau jasa yang disediakan. Salah satu strategi pemasaran adalah bauran pemasaran. Penelitian ini bertujuan untuk mendeskripsikan variabel dan menganalisis pengaruh bauran pemasaran yang terdiri dari Produk, Harga, Tempat, Promosi, Orang, Proses, Bukti Fisik terhadap Kepuasan Konsumen pada Vescobar selama Pandemi Covid-19. Penelitian ini dilakukan di Vespa Coffee Bar (Vescobar) yang berlokasi di Taliwang, Sumbawa Barat, Nusa Tenggara Barat pada bulan Desember 2021. Penelitian ini menggunakan sampel sebanyak 80 orang. Pendekatan penelitian yang digunakan dalam penelitian ini adalah pendekatan kuantitatif dengan pengumpulan data melalui wawancara dan kuesioner. Data dalam penelitian ini dianalisis menggunakan alat analisis Structural Equation Modeling – Partial Least Square (SEM-PLS) dengan aplikasi WarpPLS 7.0. Hasil analisis menunjukkan bahwa Produk, Promosi, Proses berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Produk memiliki nilai koefisien jalur sebesar 0,325 dan p-value < 0,001. Promosi memiliki nilai koefisien jalur sebesar 0,208 dan p-value 0,026. Proses memiliki nilai koefisien jalur sebesar 0,209 dan p-value 0,025. Hasil analisis juga menunjukkan bahwa Harga, Tempat, Orang, dan Bukti Fisik tidak berpengaruh positif dan signifikan terhadap kepuasan konsumen. Harga memiliki nilai koefisien jalur sebesar 0,092 dan p-value 0,199. Tempat memiliki nilai koefisien jalur sebesar -0,013 dan p-value 0,453. Orang memiliki nilai koefisien jalur sebesar 0,088 dan p-value 0,210. Bukti Fisik memiliki nilai koefisien jalur sebesar 0,132 dan p-value 0,111.

English Abstract

ndonesia has potential in the development of the coffee industry, because the number of coffee consumption in Indonesia continues to grow every year. However, the Covid-19 pandemic that has hit the world had a considerable impact on the worldwide. To overcome this, companies need to create innovations and design appropriate marketing strategies in order to reach customer satisfactions and increase sales of the products or services they produce. One of the marketing strategies is the marketing mix. This researchs aims to describe the variables and analyzing the effect of product, price, place, promotion, people, process, physical evidence (marketing mix) towards customer satisfaction on Vescobar consumers during Covid-19 pandemic. This research was conducted at Vespa Coffee Bar (Vescobar) located in West Sumbawa, West Nusa Tenggara on Desember 2021. This research used a total sample of 80 people. The research approach used in the research is a quantitative approach and collected data through interviews and questionnaires. The data in this research were analyzed using the Structural Equation Modeling – Partial Least Square (SEM-PLS) analysis tool with WarpPLS 7.0 application. The analysis results show that Products, Promotion, Process has a positive and significant effect towards customer satisfactions. Product has a path coefficient 0.325 with p-value <0.001. Promotion has a path coefficient 0.208 with p-value 0.026. Process has a path coefficient 0.209 with p-value 0.025. The analysis results also show that Price, People, and Physical Evidence variables has positive and not significant effect towards customer satisfactions. Price has a path coefficient 0.092 with p-value 0.199. People has a path coefficient 0.088 with p-value 0.210. Physical Evidence has a path coefficient 0.132 with p-value 0.111. Place has neither positive nor significant effect on customer satisfactions, with path coefficient -0.013 and p- value 0.453.

Item Type:	Thesis (Magister)
Identification Number:	0522040003
Subjects:	300 Social sciences > 338 Production > 338.1 Agriculture
Divisions:	Fakultas Pertanian > Agribisnis
Depositing User:	agung
Date Deposited:	19 May 2022 07:41
Last Modified:	19 May 2022 07:41
URI:	http://repository.ub.ac.id/id/eprint/190647

Text (DALAM MASA EMBARGO) Aliza Rizky Shafara.pdf Restricted to Registered users only until 31 December 2024. Download (3MB)

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