PENGARUH MARKETING MIX DAN CO-CREATION TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM KOPI ROBUSTA DI KECAMATAN MEGAMENDUNG BOGOR

Nabila Shaliha, - (2023) PENGARUH MARKETING MIX DAN CO-CREATION TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM KOPI ROBUSTA DI KECAMATAN MEGAMENDUNG BOGOR. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk menganalisis gambaran marketing mix, co-creation dan keputusan pembelian pada UMKM kopi robusta di Kecamatan Megamendung Bogor serta menguji pengaruh marketing mix dan co-creation terhadap keputusan pembelian pada UMKM kopi robusta di Kecamatan Megamendung Bogor. Objek yang dipilih dalam penelitian ini adalah UMKM Kopi Mekar Asri dan Kopi Cibulao yang merupakan UMKM kopi robusta di Kecamatan Megamendung Bogor. Metode penelitian ini adalah kuantitatif dengan pendekatan deskriptif dan verifikatif. Penelitian ini memiliki sampel sebanyak 43 orang pemilik usaha kedai kopi. Teknik pengumpulan data dilakukan melalui observasi, wawancara dan kuesioner yang selanjutnya diolah menggunakan SPSS. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh positif baik secara parsial maupun secara simultan antara marketing mix dan co-creation terhadap keputusan pembelian pada UMKM kopi robusta di Kecamatan Megamendung Bogor sebesar 62,7%. Sedangkan sisanya sebesar 37,3% dipengaruhi oleh variabel lain yang tidak dibahas pada penelitian ini seperti digital marketing, social media co-creation dan green marketing mix. Hal ini berarti apabila marketing mix dan co-creation dilakukan dengan baik dan terus ditingkatkan maka keputusan pembelian pada UMKM kopi robusta di Kecamatan Megamendung Bogor pun akan meningkat. This study aimed to analyze the description of marketing mix, co-creation and purchase decision on robusta coffee MSMEs in Megamendung District, Bogor and to examine the influence of marketing mix and co-creation on purchase decision of robusta coffee MSMEs in Megamendung District, Bogor. The objects chosen in this study were the MSMEs of Mekar Asri Coffee and Cibulao Coffee which are the MSMEs of robusta coffee in Megamendung District, Bogor. This research method was quantitative with a descriptive and verification approach. This study had a sample of 43 coffee shop owners. Data collection techniques were carried out through observations, interviews and questionnaires which were then processed used SPSS. The results of this study indicated that partially there is a positive influence on the marketing mix variable and the co-creation variable on purchase decision and the results of the research simultaneously were that there is a positive influence both partially and simultaneously between marketing mix and co-creation on purchase decision on robusta coffee MSMEs in Megamendung District, Bogor by 62.7%. While the remaining 37.3% was influenced by other variables not discussed in this research such as digital marketing, social media co-creation and green marketing mix. This means if the marketing mix and co-creation are carried out properly and continue to be improved, purchase decision for robusta coffee MSMEs in Megamendung District, Bogor will also increase.

Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing Nizza Nadya Rachmani: 6746169
Uncontrolled Keywords:	Co-Creation, Coffee MSMEs, Marketing Mix, Purchase Decision
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User:	Nabila Shaliha
Date Deposited:	19 Oct 2023 07:37
Last Modified:	19 Oct 2023 07:37
URI:	http://repository.upi.edu/id/eprint/111241

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