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. |
| Subjects: | S Agriculture > S Agriculture (General) |
| Divisions: | 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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