PENGARUH STRATEGI MARKETING MIX PRODUCT, PRICE, PLACE, DAN PROMOTION TERHADAP KEPUTUSAN PEMBELIAN FOLLOWERS INSTAGRAM MIXUE ICE CREAM & TEA DI WILAYAH KOTA YOGYAKARTA DAN KABUPATEN SLEMAN

Sadewi, Anggita Ari (2023) PENGARUH STRATEGI MARKETING MIX PRODUCT, PRICE, PLACE, DAN PROMOTION TERHADAP KEPUTUSAN PEMBELIAN FOLLOWERS INSTAGRAM MIXUE ICE CREAM & TEA DI WILAYAH KOTA YOGYAKARTA DAN KABUPATEN SLEMAN. Other thesis, UPN "Veteran" Yogyajarta.

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Abstract

xvi
ABSTRAK
Meningkatnya bisnis food and beverage mengharuskan perusahaan memiliki
strategi pemasaran yang baik untuk tetap bertahan dan berkembang salah satunya
melalui strategi marketing mix 4Ps. Strategi marketing mix mendorong perusahaan
untuk mengoptimalkan dan memfokuskan strategi pemasaran pada empat bauran
pemasaran sehingga keputusan pembelian konsumen dapat meningkat. Mixue Ice
Cream & Tea merupakan bisnis minuman berbasis teh dan es krim yang
menciptakan tren menarik dalam dunia marketing yakni pada strategi marketing
mix yang dimiliki. Penelitian ini bertujuan untuk mengetahui dan menganalisis
pengaruh strategi marketing mix product, price, place, dan promotion terhadap
keputusan pembelian followers Instagram Mixue Ice Cream & Tea di wilayah Kota
Yogyakarta dan Kabupaten Sleman. Penelitian ini menggunakan teori perilaku
konsumen. Metode penelitian yang digunakan dalam penelitian ini adalah
pendekatan kuantitatif dengan analisis statistik deskriptif dan analisis regresi linear
berganda. Hasil penelitian ini menunjukkan secara simultan, variabel product,
price, place, dan promotion berpengaruh positif dan signifikan terhadap keputusan
pembelian followers Instagram Mixue Ice Cream & Tea di wilayah Kota
Yogyakarta dan Kabupaten Sleman sebesar 45,5%. Secara parsial, hanya variabel
product dan promotion yang memiliki pengaruh positif dan signifikan terhadap
keputusan pembelian Berdasarkan hasil penelitian ini, maka diharapkan bagi
segenap pemilik brand makanan/minuman untuk lebih memperhatikan strategi
marketing mix 4ps yang dimiliki.
Kata kunci: product, price, place, promotion, Mixue Ice Cream & Tea,
keputusan pembelian
xvii
ABSTRACT
The increase in the food and beverage business requires companies to have a good
marketing strategy to survive and develop, on of which is through the 4ps marketing
mix strategy. The marketing mix strategy encourages companies to optimize and
focus marketing strategies on four marketing mixes so that consumer purchasing
decisions can improve. Mixue Ice Cream & Tea is a tea and ice cream based
beverage business that creates interesting trends in the world of marketing, namely
in its marketing mix strategy. This research aims to determine and analyze the
influence of marketing mix strategy product, price, place, and promotion on the
purchasing decisions of Mixue Ice Cream & Tea Instagram followers in the
Yogyakarta City and Sleman Regency areas. This research uses consumer behavior
theory. The research method used in this research is quantitative approach with
descriptive statistical analysis and multiple regression analysis. The result of this
research show that simultaneously, the product, price, place, and promotion
variables have a positif and significant effect on the purchasing decisions of the
Mixue Ice Cream & Tea Instagram followers in the Yogyakarta City and Sleman
Regency areas by 45,5%. Partially, only product and promotion variables have a
positive and significant effect on purchasing decisions. Based on the results of this
research, it is hoped that all food or drink brand owners will pay more attention to
their 4ps marketing mix strategy.
Keywords: product, price, place, promotion, Mixue Ice Cream & Tea, purchasing
decisions

Item Type:	Thesis (Other)
Uncontrolled Keywords:	product, price, place, promotion, Mixue Ice Cream & Tea, purchasing decisions
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User:	Eko Yuli
Date Deposited:	17 Nov 2023 02:47
Last Modified:	17 Nov 2023 02:47
URI:	http://eprints.upnyk.ac.id/id/eprint/38146

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