NAIBAHO, YOUVANCA WINDIANI (2025) PENGARUH PRODUK, HARGA, TEMPAT, DAN PROMOSI TERHADAP KEPUASAN KONSUMEN ABON DI UMKM ABON DAUN EMAS KABUPATEN SLEMAN. Skripsi thesis, UPN Veteran Yogyakarta.
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Abstract
YOUVANCA WINDIANI NAIBAHO. 2025. Pengaruh Produk, Harga, Tempat,
dan Promosi Terhadap Kepuasan Konsumen Abon Di UMKM Abon Daun Emas
Kabupaten Sleman. Di bawah arahan Antik Suprihanti.
ABSTRAK
Penelitian bertujuan untuk: (1) mengetahui karakteristik konsumen pada UMKM
abon daun emas; (2) menganalisis pengaruh produk, harga, tempat, dan promosi
terhadap kepuasan konsumen pada produk Abon di UMKM Abon Daun Emas.
Penelitian menggunakan pendekatan kuantitatif dengan metode purposive
sampling. Pengambilan responden menggunakan teknik non probability sampling
dengan metode accidental sampling, responden yang diambil adalah 100 orang
yaitu konsumen yang telah membeli produk Abon di UMKM Abon Daun Emas.
Data dikumpulkan melalui penyebaran kuesioner yang kemudian dianalisis
menggunakan regresi linier berganda untuk mengetahui pengaruh setiap variabel
terhadap kepuasan konsumen. Hasil penelitian menunjukkan kesimpulan bahwa:
(1) karakteristik konsumen Abon Daun Emas didominasi berjenis kelamin
perempuan, usia 15-25 tahun, pendapatan Rp. 1.000.000-5.000.000/ bulan,
pekerjaan karyawan swasta, pendidikan terakhir sarjana sederajat dan frekuensi
pembelian sebanyak 1-3 kali; (2) variabel produk, harga, tempat, promosi
berpengaruh signifikan positif terhadap kepuasan konsumen Abon. UMKM Abon
Daun Emas perlu menjaga kualitas produk secara konsisten, menetapkan harga
yang sesuai daya beli masyarakat, memperluas distribusi agar produk mudah
diakses, serta memperkuat promosi digital yang lebih kreatif dan tepat sasaran.
Kata kunci: Bauran pemasaran, kepuasan konsumen, produk abon, UMKM
ix
YOUVANCA WINDIANI NAIBAHO. 2025. The Influence of Product, Price,
Place, and Promotion on Consumer Satisfaction of floss at the Abon Daun Emas
MSMEs in Sleman Regency. Supervised by Antik Suprihanti.
ABSTRACT
This study aimed to: (1) identify consumer characteristics at the Abon Daun Emas
MSMEs (Micro, Small, and Medium Enterprises); (2) analyze the influence of
product, price, place, and promotion on consumer satisfaction with floss products
at the Abon Daun Emas MSMEs. A quantitative approach was employed using
purposive sampling. Respondents were selected using a non-probability sampling
technique with an accidental sampling method, involving 100 consumers who had
previously purchased floss products from the Abon Daun Emas MSMEs. Data
were collected through questionnaires and analyzed using multiple linear
regression to determine the effect of each variable on consumer satisfaction. The
research showed that: (1) the majority of Abon Daun Emas consumers are female,
aged 15–25 years, with a monthly income of IDR 1,000,000–5,000,000, employed
in the private sector, holding a bachelor’s degree or equivalent, and with a
purchase frequency of 1–3 times; (2) the variables product, price, place,
promotion had a significant positive effect on floss consumer satisfaction. Abon
Daun Emas MSMEs needs to maintain product quality consistently, set prices that
are in line with people's purchasing power, expand distribution so that products
are easily accessible, and strengthen more creative and targeted digital
promotions.
Keywords: consumer satisfaction, floss product, marketing mix, MSMEs
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| Item Type: | Tugas Akhir (Skripsi) |
|---|---|
| Uncontrolled Keywords: | consumer satisfaction, floss product, marketing mix, MSMEs |
| Subjek: | S Agriculture > S Agriculture (General) |
| Divisions: | Fakultas Pertanian > (S1) Agribisnis |
| Depositing User: | Eko Yuli |
| Date Deposited: | 17 Oct 2025 02:06 |
| Last Modified: | 17 Oct 2025 02:06 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/44514 |
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