Ningsih, Dewi Mulyani (2012) Analisis Pengaruh Bauran Pemasaran 7P (Product, Price, Place, Promotion, People, Process, Dan Physical Evidence) Terhadap Keputusan Pembelian Pada Kopi Brik. Other thesis, STIE Bank BPD Jateng.
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Abstract
Indonesia's growing economy impacted the emergence of various businesses, one of them in the culinary object. Many culinary entrepreneurs competing offers attractive advantages for buyers. To answer this problem has been formulated, conducted a study of 100 respondent which Kopi Brik�s consumer to determine the effect of the product, price, place, promotion, people, process and physical evidence on buying decisions by using a questionnaire. Data retrieval with purposive sampling technique. The collected data were then analyzed using a Multiple Linear Regression. To test this hypothesis, used F test and t-test at the 95% confidence level, α = 0.05. The results of data analysis showed that the partial product variable has a positive and significant impact on buying decisions in Kopi Brik with t-count of 2.631 and a significance level of 0.010 and be the most dominant than the other variables (price, place, promotion, people, process and physical evidence), while simultaneously product, price, place, promotion, people, process and physical evidence influence buying decisions at Kopi Brik with F-count of 54.894 and a significance level of 0.000. Adjusted R-square value of 79.2% means that the variable product, price, place, promotion, place, people, process and physical evidence can explain the variables of consumer buying decisions at Kopi Brik, the remaining 20.8% is explained by other variables not proposed in this study. For next research in order to further expand the range of research areas and increase the number of variables
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Product, Price, Place, Promotion, People, Process, Physical Evidence, Keputusan Pembelian. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Art |
| Depositing User: | Magang Magang Siswa |
| Date Deposited: | 20 Feb 2024 03:02 |
| Last Modified: | 20 Feb 2024 03:02 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/1721 |
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