PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN PRODUK UMKM DOLLBY SNACK

Genyas Wening Nawangi, - (2023) PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN PRODUK UMKM DOLLBY SNACK. S1 thesis, Universitas Pendidikan Indonesia.

	Text S_KWU_1908004_Title.pdf Download (544kB)
	Text S_KWU_1908004_Chapter1.pdf Download (237kB)
	Text S_KWU_1908004_Chapter2.pdf Restricted to Staf Perpustakaan Download (387kB)
	Text S_KWU_1908004_Chapter3.pdf Download (278kB)
	Text S_KWU_1908004_Chapter4.pdf Restricted to Staf Perpustakaan Download (400kB)
	Text S_KWU_1908004_Chapter5.pdf Download (81kB)
	Text S_KWU_1908004_Appendix.pdf Restricted to Staf Perpustakaan Download (1MB)

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Marketing Mix terhadap keputusan pembelian produk UMKM Dollby Snack. Metode yang digunakan pada penelitian ini yaitu metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah konsumen UMKM Dollby Snack sekitar 933 orang. Teknik pengambilan sampel menggunakan teori slovin dan diperoleh sampel penelitian sebanyak 101 responden. Data dikumpulkan melalui kuesioner dan dianalisis dengan Analisis Regresi Linier Sederhana. Media software SPSS (Statistical Product and Service Solution) versi 25 digunakan untuk mengolah data yang didapat pada kuesioner. Hasil penelitian menunjukkan bahwa marketing mix secara berpengaruh positif terhadap keputusan pembelian produk UMKM Dollby Snack sebesar 72,4% sisanya sebesar 27,6% dijelaskan oleh variabel lain seperti strategi promosi, kualitas produk, citra merek, kualitas pelayanan. This study purposed to determine the effect of marketing mix on purchasing decisions for MSME Dollby Snack products. The method used in this research was descriptive and verification method with a quantitative approach. The population in this study are consumers MSME Dollby Snack products. The sampling technique used was purposive sampling and the research sample obtained was 100 respondents. Data were collected through questionnaires and analyzed by Simple Linear Regression Analysis. Media software SPSS (Statistical Product and Service Solution) version 25 was used to process the data obtained in the questionnaire. The results showed the marketing mix simultaneously significantly positif influence the purchase decision for MSME Dollby Snack Product. The results showed that Marketing Mix had a positive effect on purchasing decisions for MSME Dollby Snack products by 72.4%, the remaining 27.6% was explained by other variables such as promotion strategy, product quality, brand image, service quality

Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing Arief Budiman: 5992927 Ismail Yusuf: 6146933
Uncontrolled Keywords:	keputusan pembelian marketing mix, UMKM Dollby Snack
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User:	Genyas Wening Nawangi
Date Deposited:	01 Nov 2023 07:43
Last Modified:	01 Nov 2023 07:43
URI:	http://repository.upi.edu/id/eprint/111753

Actions (login required)

View Item