Sefianingrum, Dina Purwa (2019) HUBUNGAN ANTARA BAURAN PEMASARAN DENGAN KEPUASAN KONSUMEN PADA THE MOSH COFFEE HOUSE JAKARTA. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini dilakukan dengan tujuan untuk mengetahui tingkat kekuatan hubungan bauran pemasaran yang meliputi: produk, harga, promosi dan saluran distribusi baik secara parsial maupun simultan dengan kepuasan konsumen di The Mosh Coffee House.lakarta. Penelitian ini menggunakan strategi penelitian asosiatif. Populasi penelitian ini adalah seluruh konsumen The Mosh Coffee House yang jumlah populasinya tidak diketahui. Teknik pengambilan sampel ditentukan berdasarkan metode purposive sampling, dengan jumlah sampel sebanyak i00 responden. Metode dalam penelitian ini menggunakan metode survei. Data dikumpulkan melalui obserasi, kuesioner dan wawancara. Analisis statistik data yang digunakan yaitu analisis korelasi. Hasil penelitian ini menunjukkan bahwa secara parsial variabel saluran distribusi tidak berhubungan dengan kepuasan konsumen pada The Mosh Coffee House Jakarta. Sedangkan untuk variabel produk, harga dan promosi terdapat hubungan dengan kepuasan konsumen The Mosh Coffee House Jakarta. Secara simultan variabel produk, harga. promosi dan saluran distribusi berhubungan positif dan signifikan dengan kepuasan konsumen di The Mosh Cotfee House Jakarla. This study airms la determine the level o/' strength of the marketing mixrelationship y,hich includes: products, prices, promotions, and distributionchannels both partiull-v and simultaneouslj; w,ith customer satisfactionan at TheMosh Co/fee House Jakarta. This study Ltses un associaliye research strategt. The population o.f' thisresearch is all consutners o.;f The Mosh Colfee House ,Jakarta y,hose population isunknown. The sampling technitlue wes deterrnined based on the purposivesampling method, with a total sample of 100 respondents. The method in tlzisstudy uses the survey method. Data was callected through observation,questionnaires and interviev,s. Statistical analysis o.f the data used is correlationanalysis. The results of this study indicate thal partially the distribution channelvariable is not related to customer satisf'action at The Mosh Cof/be House Jokarta.Wile .fo, products. price and promotion vtrriable,c ere relationship wilh customersatisJaction The Mosh Coffie House ,lakarta" Simultaneously the prodncl, price,promotion and distribution channel variables are posilively signiJicantly relatecl tocustomer satis-faction at The Mosh Coffee House Jakarta.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | mipmip | ||||||||
| Date Deposited: | 22 Feb 2023 06:43 | ||||||||
| Last Modified: | 22 Feb 2023 06:43 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9697 |
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