PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA UMK PEMPEK PANGGANG LENGGANG DI PASAR LAMA KOTA TANGERANG

Irvan Juliyano, - and Nandang, - and Nizza Nadya Rachmani, - (2025) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA UMK PEMPEK PANGGANG LENGGANG DI PASAR LAMA KOTA TANGERANG. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Rendahnya omset pendapatan yang tidak sebanding pada potensi di lokasi Pasar Lama Kota Tangerang menimbulkan permasalahan bagi Usaha Mikro Kecil dan Menengah (UMK) Pempek Panggang Lenggang. Pempek Panggang Lenggang terus mengalami penurunan keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran terhadap keputusan pembelian pada UMK Pempek Panggang Lenggang di Pasar Lama Kota Tangerang. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner yang disebarkan kepada 100 konsumen UMK. Analisis data yang dilakukan menggunakan metode penilaian tingkat capaian responden, uji normalitas, uji heterokedasitas, analisis regresi linear sederhana, uji f, serta uji koefisien determinasi. Hasil penelitian menunjukkan bauran pemasaran berpengaruh positif terhadap keputusan pembelian sebanyak 60,4% sisanya, dapat dijelaskan oleh variabel lain. Hasil penelitian diharapkan dapat memberikan wawasan mengenai pengaruh bauran pemasaran terhadap keputusan pembelian pada UMK di bidang kuliner serta memberikan rekomendasi strategis bagi pelaku usaha dalam meningkatkan keputusan pembelian. The low turnover that is not proportional to the potential of the Old Market in Tangerang City poses a problem for the Pempek Panggang Lenggang Micro, Small and Medium Enterprise (MSME). Pempek Panggang Lenggang continues to experience a decline in consumer purchasing decisions. This study aims to analyze the effect of the marketing mix on purchasing decisions at the Pempek Panggang Lenggang MSME in the Old Market of Tangerang City. The research method used is a quantitative approach with data collection techniques through questionnaires distributed to 100 MSME consumers. Data analysis was carried out using the respondent achievement level assessment method, normality test, heteroscedasticity test, simple linear regression analysis, f test, and coefficient of determination test. The results showed that the marketing mix had a positive effect on purchasing decisions by 60.4%, while the remaining 40.6% could be explained by other variables. The results of this study are expected to provide insight into the effect of the marketing mix on purchasing decisions in culinary MSMEs and provide strategic recommendations for business actors in increasing purchasing decisions.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=id&view_op=list_works&authuser=3&gmla=AH8HC4zXXg7vq0z6jlDm84kdd-cXQbj-KRwXDqGaNnjYNmG8aYpwedFVHBLbMomVoKX30CnfelqCx1m8V90kKfbrCN_jQmfW3BS7&user=6P3mJ2QAAAAJ ID SINTA Dosen Pembimbing: Nandang: 6810537 Nizza Nadya Rachmani: 6746169
Uncontrolled Keywords:	Bauran Pemasaran, Keputusan Pembelian, UMK Marketing Mix, Purchase Decision, SMEs
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User:	Irvan Juliyano
Date Deposited:	12 Sep 2025 08:48
Last Modified:	12 Sep 2025 08:48
URI:	http://repository.upi.edu/id/eprint/138590

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