KUSUMADHANI, ELVIRA ISZA (2021) PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN KONSUMEN DI RUMAH MAKAN THE HOUSE OF RAMINTEN YOGYAKARTA. Diploma thesis, UPN "VETERAN" YOGYAKARTA.
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Abstract
PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN
KONSUMEN DI RUMAH MAKAN THE HOUSE OF RAMINTEN
YOGYAKARTA
Oleh: Elvira Isza Kusumadhani
Dibimbing Oleh: Agus Santosa dan Budiarto
ABSTRAK
Penelitian ini bertujuan untuk: 1) untuk mengetahui penilaian konsumen terhadap
variabel produk, harga, lokasi, promosi, orang, proses, dan Bukti fisik, 2) untuk
menganalisis pengaruh bauran pemasaran produk, harga, tempat, promosi, orang,
proses dan bukti fisik terhadap faktor-faktor tingkat kepuasan konsumen. Metode
yang digunakan dalam penelitian ini adalah metode deskriptif dan metode
pelaksaannya menggunakan metode survei. Metode penentuan konsumen dilakukan
secara sampling insidental, jumlah sampel sebanyak 80 orang. Jenis dan sumber data
yang digunakan adalah data primer dan sekundr. Metode pengumpulan data yang
digunakan yaitu wawancara, kuisioner, dan observasi. Teknik analisis data yang
digunakan Analisis Regresi Linear Berganda dan analisis deskriptif. Hasil
menunjukkan bahwa produk, harga, proses dan bukti fisik berpengaruh terhadap
kepuasan konsuman sedangkan tempat dan promosi tidak berpengaruh terhadap
kepuasan konsumen
Kata Kunci: Produk, Harga, Tempat, Promosi, Orang, Proses, Bukti Fisik, Kepuasan
Konsumen.
THE EFFECT OF MARKETING MIX ON THE CONSUMER PURCHASING
DECISIONS IN THE HOUSE OF RAMINTEN YOGYAKARTA
Elvira Isza Kusumadhani
Suprvised by Agus Santosa dan Budiarto
ABSTRACT
This study aims to: 1) to determine consumer's assessment of product, price,
location, promotion, people, process, and physical evidence variables, 2) to analyze
the effect of product marketing mix, price, place, promotion, people, process and
physical evidence. on the factors of the level of consumer satisfaction. The method
used in this research is descriptive method and the implementation method is survey
method. The method of determining consumers is done by incidental sampling, the
number of samples is 80 people. The types and sources of data used are primary and
secondary data. Data collection methods used are interviews, questionnaires, and
observation. The data analysis technique used is Multiple Linear Regression Analysis
and descriptive analysis. The results show that product, price, process and physical
evidence have an effect on consumer satisfaction while the place and promotion have
no effect on consumer satisfaction
Keywords: Product, Price, Place, Promotion, People, Process, Physical Evidence,
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | Produk, Harga, Tempat, Promosi, Orang, Proses, Bukti Fisik, Kepuasan Konsumen. |
| Subjek: | S Agriculture > S Agriculture (General) |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Eny Suparny |
| Date Deposited: | 07 Mar 2022 03:56 |
| Last Modified: | 07 Mar 2022 03:56 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/28634 |
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