Risna Ramadhani., Salsabila and Prof. Dr.Ir. Nuhfil Hanani AR. ,, MS. , and Condro Puspo Nugroho,, SP., MP. (2023) Faktor-Faktor yang Mempengaruhi Keputusan Konsumen dalam Membeli Kopi di Kopi Studio24 Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
RINGKASAN Salsabila Risna Ramadhani. 195040101111038. Faktor-Faktor yang Mempengaruhi Keputusan Konsumen dalam Membeli Kopi di Kopi Studio24 Malang. TA. Pembimbing : Prof. Dr.Ir. Nuhfil Hanani AR. , MS. , Condro Puspo Nugroho, SP., MP. Kegiatan minum kopi di Coffee Shop kini berkembang pesat menjadi life style masyarakat. Perubahan life style memberikan peluang yang besar bagi pelaku bisnis untuk membuka coffee shop, tidak terkecuali di Kota Malang. Perkembangan kedai kopi atau Coffee Shop di Kota Malang dengan berbagai keunggulannya. Hal ini, menjadi tantangan bagi pelaku bisnis untuk dapat bertahan ditengah persaingan bisnis coffee shop. Pelaku bisnis harus memahami keinginan konsumen serta mengaplikasikan strategi bisnis marketing mix (4P) untuk meningkatkan penjulan. Selain itu, minat beli juga berperan dalam proses pembambilan keputusan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh marketing mix (4P) terhadap keputusan konsumen dengan variabel intervening minat beli. Pengambilan sampel dilakukan pada konsumen Kopi Studio24 Malang. Penelitian dilakukan pada bulan Februari 2023. Metode yang digunakan adalah non probability sampling dengan teknik accidental sampling. Metode analisis data yang digunakan adalah Structural Equation Modeling Partial Least Squares (SEM-PLS). Hasil penelitian ialah konsumen kopi di Kopi Studio24 Malang di dominasi oleh mahasiswa angkatan 2021 prodi agribisnis dengan jenis kelamin perempuan yang berusia 20 tahun. Uang saku atau pendapatan responden, yaitu sebesar Rp 1.000.000-Rp 2.000.000 per bulan. Umumnya responden melakukan pembelian di Jl. Sigura-Gura No.33 Karangbesuki, Kec Sukun dengan pembelian sebanyak 1-2 kali. Berdasarkan analisis data menggunakan Structural Equation Modeling Partial Least Squares (SEM-PLS). Keseluruhan variabel marketing mix (4P) mempunyai pengaruh terhadap keputusan pembelian dengan variabel intervening minat beli. Variabel harga memiliki pengaruh dominan terhadap minat beli sebesar 0.421 dengan indikator kesesuaian harga dengan kualitas memiliki pengaruh dominan sebesar 0.886. Sedangkan variabel harga memiliki pengaruh dominan terhadap keputusan pembelian sebesar 0.184 serta variabel harga memediasi variabel minat beli sebesar 0.115.
English Abstract
SUMMARY Salsabila Risna Ramadhani. 195040101111038. Factors Influencing Consumer Decisions in Buying Coffee at Kopi Studio24 Malang. TA. Supervised by Prof.Dr.Ir. Nuhfil Hanani AR., MS. and Condro Puspo Nugroho, SP., MP. The activity of drinking coffee in a Coffee Shop is now rapidly developing into a community life style. Changes in lifestyle provide great opportunities for business people to open coffee shops, including in Malang City. The development of coffee shops or coffee shops in Malang City with various advantages. This is a challenge for business people to be able to survive amid the competition in the Coffee Shop business. Business people must understand consumer desires and apply a marketing mix (4P) business strategy to increase sales. In addition, buying interest also plays a role in the buying decision process. This study aims to: Determine the effect of marketing mix (4P) on consumer decisions with the intervening variable buying interest. Sampling was carried out on consumers of Malang Studio24 Coffee. The research was conducted in February 2023. The method used was non-probability sampling with an accidental sampling technique. The data analysis method used is Structural Equation Modeling Partial Least Squares (SEM-PLS). The results of the research are that coffee consumers at Kopi Studio24 Malang are dominated by students of the 2021 agribusiness study program with female gender aged 20 years. Pocket money or income of respondents, which is IDR 1,000,000-IDR 2,000,000 per month. Generally respondents make purchases on Jl. Sigura-Gura No. 33 Karangbesuki, Sukun District with 1-2 purchases. Based on data analysis using Structural Equation Modeling Partial Least Squares (SEM-PLS). All marketing mix variables (4P) have an influence on purchasing decisions with the intervening variable buying interest. The price variable has a dominant influence on purchase intention of 0.421 with the indicator of suitability of price and quality having a dominant influence of 0.886. While the price variable has a dominant influence on purchasing decisions of 0.184 and the price variable mediates the buying interest variable of 0.115.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052304 |
| Uncontrolled Keywords: | Kopi Studio24 Malang, Marketing Mix, Minat Beli, Keputusan Pembelian, SEM-PLS |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | Unnamed user with username saputro |
| Date Deposited: | 11 Jan 2024 01:01 |
| Last Modified: | 11 Jan 2024 01:01 |
| URI: | http://repository.ub.ac.id/id/eprint/207740 |
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