Darwin, Nabila Syukrani and Dr. Agung Yuniarinto (2022) Analisis Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pada Bittersweet By Najla Di Jakarta. Sarjana thesis, Universitas Brawijaya.
Abstract
Pertumbuhan dan perkembangan industri food and beverage di Indonesia sangat pesat didukung dengan perkembangan teknologi informasi yang mempengaruhi sistem pemasaran yang dilakukan pelaku usaha. Bittersweet by Najla merupakan salah satu usaha yang bergerak dalam industry food and beverage yang beradaptasi dengan kemajuan teknologi dan memanfaatkannya untuk merancang sistem pemasaran melalui media online. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh bauran pemasaran terhadap keputusan pembelian Bittersweet by Najla pada masyarakat di kota Jakarta. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel- variabel melalui pengujian hipotesis. Sampel yang digunakan dalam penelitian ini berjumlah 100 responden. Kriteria dari 100 responden tersebut adalah individu yang berusia 17 tahun keatas, pernah membeli produk Bittersweet by Najla dan bertempat tinggal di kota Jakarta. Pengambilan sampel menggunakan metode non probability sampling dengan teknik porposive sampling. Analisis data yang dilakukan adalah statistik deskriptif dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa variabel product, price, promotion dan place secara signifikan mempengaruhi keputusan pembelian Bittersweet by Najla pada masyarakat di Kota Jakarta. Hasil ini berarti bahwa keputusan untuk membeli produk Bittersweet by Najla pada masyarakat Kota Jakarta dipengaruhi oleh variabel product, price, promotion dan place
English Abstract
The Growth and development of food and beverage industry in Indonesia is very rapid, it is supported by development of information technology that affect the marketing system implemented by entrepreneurs. Bittersweet by Najla is one or other business who engaged in the food and beverage industry that adapts to technological advances and uses them to design marketing systems through online media. This research is aims to comprehend and analyze the effect of marketing mix on purchase decision of Bittersweet by Najla among people in Jakarta. This research is explanatory research which explains the causal relationship between variables through hypothesis testing. The sample used in this study consisted of 100 respondents. The criteria for the 100 respondents are people aged 17 years and above, have purchased Bittersweet by Najla products and live in the city of Jakarta. The Sampling were obtained by using non-probability sampling method with purposive sampling technique. Data analysis was carried out using descriptive statistics and multiple linear regression analysis. The results showed that the product, price, promotion and place variables significantly influenced the purchasing decision of Bittersweet by Najla among people in the city of Jakarta. These results mean that the decision to buy Bittersweet by Najla products for the people of Jakarta City is influenced by product, price, promotion and place variables.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0522020466 |
| Uncontrolled Keywords: | product, price, promotion, place, keputusan pembelian, product, price, promotion, place, purchase decision |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 20 Jul 2023 02:11 |
| Last Modified: | 20 Jul 2023 02:11 |
| URI: | http://repository.ub.ac.id/id/eprint/201954 |
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Text (DALAM MASA EMBARGO)
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