Dzulfaida, Dinda Aisya and Prof. Dr. Asihing Kustanti, S.Hut., M. Si. and Dr. Rizka Amalia, S.K.Pm., M.Si. (2024) Pengaruh Bauran Pemasaran (7p) Terhadap Kepuasan Konsumen Lafayette Coffee And Eatery Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Perkembangan zaman menciptakan banyak perubahan yang terjadi di seluruh dunia, termasuk salah satunya yaitu gaya hidup masyarakat dalam bersosialisasi atau biasa disebut nongkrong. Adanya perubahan gaya hidup ini menyebabkan tingginya minat masyarakat dalam berkunjung ke kafe terutama di Kota Malang. Kota Malang sendiri merupakan salah satu kota di Provinsi Jawa Timur yang dikenal sebagai kota pendidikan dan kota pariwisata. Banyak pelaku usaha mulai mendirikan kafe dengan membangun konsep yang menarik dan bertujuan untuk menarik konsumen agar dapat menciptakan kepuasan konsumen. Salah satu kafe di Kota Malang yang saat ini diminati oleh masyarakat karena memiliki desain bangunan dan interior yang unik dan menarik adalah Lafayette Coffee and Eatery. Namun, masih terdapat berbagai keluhan yang ditujukan ke Lafayette Coffee and Eatery terkait pelayanan yang kurang baik, lahan parkir yang terbatas, cita rasa makanan yang dinilai masih kurang, serta penyajian makanan yang masih kurang cepat. Hal ini penting untuk diperhatikan oleh pelaku usaha, karena apabila tidak ditangani lebih lanjut, keluhan tersebut akan memberikan pengaruh yang semakin besar dimasa yang akan datang. Selain itu, agar dapat bertahan di industri bisnis yang semakin kompetitif ini, memahami keinginan konsumen termasuk salah satu hal yang penting. Terdapat berbagai faktor yang dapat mempengaruhi kepuasan konsumen, salah satunya yaitu bauran pemasaran yang meliputi product, price, place, promotion, people, process, dan physical evidence. Penelitian ini bertujuan untuk mendeskripsikan bauran pemasaran dan kepuasan konsumen di Lafayette Coffee and Eatery serta menganalisis pengaruh bauran pemasaran (product, price, place, promotion, people, process, dan physical evidence) terhadap kepuasan konsumen Lafayette Coffee and Eatery. Penelitian ini menggunakan teknik penentuan sampel accidental sampling dengan jumlah responden sebanyak 100, berusia minimal 17 tahun dan merupakan konsumen Lafayette Coffee and Eatery yang pernah melakukan pembelian di Lafayette Coffee and Eatery. Data yang diperoleh dianalisis menggunakan analisis statistik deskriptif dan metode Structural Equation Model (SEM-PLS) dengan bantuan software WarpPLS 8.0. Berdasarkan hasil penelitian yang telah dilakukan, diketahui bahwa bauran pemasaran dan kepuasan konsumen Lafayette Coffee and Eatery telah dinilai baik dan puas oleh responden. Selain itu, hasil analisis SEM-PLS yang telah dilakukan menunjukkan bahwa variabel product, price, people, process, dan physical evidence berpengaruh positif dan signifikan terhadap kepuasan konsumen. Hasil penelitian ini juga menunjukkan bahwa variabel place dan promotion berpengaruh positif namun tidak signifikan terhadap kepuasan konsumen. Variabel yang paling berpengaruh terhadap kepuasan konsumen adalah variabel price.
English Abstract
The development of the era has created many changes that have occured throughout the world, including the lifestyle of people in socializing or commonly called hanging out. This change in lifestyle caused high interest in visiting cafes, especially in Malang City. Malang is one of the cities in East Java Province known as education city and tourism city. Many business actors have started establishing cafes by building interesting concepts and aiming to attract consumers in order to create consumer satisfaction. One of the cafes in Malang City that is currently in demand by the public because it has a unique and attractive building and interior design is Lafayette Coffee and Eatery. However, there are still various complaints filed with Lafayette Coffee and Eatery regarding poor service, limited parking space, the taste of food that is considered to be lacking, and the serving of food that is still not fast. This is important to be noticed by business actors, because if it is not handled further, the complaint will have a greater impact in the future. In addition, in order to survive in this increasingly competitive business industry, understanding consumers desires is one of the important things. There are various factors that can affect consumer satisfaction, one of which is the marketing mix including product, price, place, promotion, people, process, and physical evidence. This research aims to describe the marketing mix and consumer satisfaction at Lafayette Coffee and Eatery and analyze the effect of marketing mix (product, price, place, promotion, people, process, and physical evidence) on consumer satisfaction at Lafayette Coffee and Eatery. This study uses an accidental sampling technique with a total of 100 respondents, aged at least 17 years old and is a consumer of Lafayette Coffee and Eatery who has purchased at Lafayette Coffee and Eatery. The data obtained were analyzed using descriptive statistical analysis and Structural Equation Model (SEM-PLS) methods with the help of WarpPLS 8.0 software. Based on the results of the research, it is known that the marketing mix and consumer satisfaction of Lafayette Coffee and Eatery has been assessed well and satisfied by respondents. In addition, the results of the SEM-PLS analysis have shown that product, price, people, process, and physical evidence variables have a positive and significant effect on consumer satisfaction. The results of this study also show that place and promotion variables have a positive but insignificant effect on consumer satisfaction. The variable most influential on consumer satisfaction is the price variable.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052404 |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | S Sucipto |
| Date Deposited: | 05 Nov 2024 08:11 |
| Last Modified: | 05 Nov 2024 08:11 |
| URI: | http://repository.ub.ac.id/id/eprint/232088 |
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