ANALYSIS THE EFFECT OF MARKETING MIX ON THE CONSUMER PURCHASING DECISIONS ON CHICKEN PRODUCT IN SUPER CHICKEN SAMBILEGI, YOGYAKARTA RESTAURANT

PRAMUSITA H. S., PARAMASTI (2022) ANALYSIS THE EFFECT OF MARKETING MIX ON THE CONSUMER PURCHASING DECISIONS ON CHICKEN PRODUCT IN SUPER CHICKEN SAMBILEGI, YOGYAKARTA RESTAURANT. Other thesis, UPN 'Veteran" Yogyakarta.

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Abstract

ANALYSIS THE EFFECT OF MARKETING MIX
ON THE CONSUMER PURCHASING DECISIONS
ON CHICKEN PRODUCT IN SUPER CHICKEN SAMBILEGI,
YOGYAKARTA RESTAURANT
Paramasti Pramusita Hani Suryono
Supervised by Budiarto and Indah Widowati
ABSTRACT
This study aims to (1) determine the consumer's assessment of the marketing mix
variable at Super Chicken Sambilegi restaurant in Yogyakarta and (2) to analyze
the influence of the marketing mix on consumer purchasing decisions at the Super
Chicken Sambilegi restaurant in Yogyakarta. The implementation method in this
research uses the survey method. Determination of the research location is done
purposively. The sampling of respondents was determined by incidental sampling
with 80 respondents. Methods of data collection are done by observation,
interviews, and questionnaires. Testing the instrument using validity and
reliability tests. The results of the validity and reliability test showed that the
instrument in this study was valid and reliable. The analysis technique used
descriptive analysis and multiple linear regression tests. The results of descriptive
analysis show that all marketing mix variables implemented at Super Chicken
Sambilegi restaurant have not reached the maximum value. The product, price,
place, people, process, and physical evidence variables are included in the good
rating category, while the promotion variable is still in the bad rating category.
The results of the F test and t-test show that the marketing mix of product, price,
place, promotion, people, process, and physical evidence influence consumer
purchasing decisions at Super Chicken Sambilegi Yogyakarta simultaneously and
partially.
Keywords: Consumer Purchasing Decisions, Marketing Mix, Fast Food
Restauran

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Consumer Purchasing Decisions, Marketing Mix, Fast Food Restaurant
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Medicine, Health and Life Sciences > School of Biological Sciences
Depositing User:	Eko Yuli
Date Deposited:	31 Aug 2022 02:33
Last Modified:	31 Aug 2022 02:33
URI:	http://eprints.upnyk.ac.id/id/eprint/30828

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