PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA MASA PANDEMI COVID 19 DI DPAWON KATERING JAKARTA

Ayu Fatika Lorine, - (2021) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA MASA PANDEMI COVID 19 DI DPAWON KATERING JAKARTA. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Dpawon Katering merupakan katering Jakarta yang menyediakan layanan katering Jabodetabek, khususnya katering Jakarta Barat. Salah satu fokus utama layanan yang diberikan oleh Dpawon Katering ini adalah katering kantoran. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh bauran pemasaran yaitu (produk, tempat, promosi, harga, proses, orang, bukti fisik) terhadap keputusan pembelian di Dpawon Katering Jakarta pada masa pandemi covid-19. Jenis penelitian yang digunakan adalah penelitian kuantitatif dengan metode analisis statistik deskriptif dan verifikatif. Populasi dalam penelitian ini adalah konsumen yang sudah pernah menggunakan jasa dan sudah pernah mengkonsumsi produk dari Dpawon Katering. Responden penelitian ini berjumlah 100 orang. Teknik pengumpulan data menggunakan metode penyebaran kuesioner kepada konsumen Dpawon katering. Teknik analisis data menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa bauran pemasaran berpengaruh positif terhadap keputusan pembelian. Sehingga dapat disimpulkan variabel yang berpengaruh positif dan signifkan terhadap keputusan pembelian ialah variabel produk, proses, dan bukti fisik. Dpawon Catering is a Jakarta caterer that provides Jabodetabek catering services, especially West Jakarta catering. One of the main focuses of the services provided by Dpawon Catering is office catering. The purpose of this study was to find out the influence of the marketing mix (products, places, promotions, prices, processes, people, physical evidence) on purchasing decisions in Dpawon Catering Jakarta during the covid-19 pandemic. Dpawon Catering is a Jakarta caterer that provides Jabodetabek catering services, especially West Jakarta catering. One of the main focuses of the services provided by Dpawon Catering is office catering. The purpose of this study was to find out the influence of the marketing mix (products, places, promotions, prices, processes, people, physical evidence) on purchasing decisions in Dpawon Catering Jakarta during the covid-19 pandemic. The type of research used is quantitative research with descriptive and verifiative statistical analysis methods. The population in this study is consumers who have used services and have consumed products from Dpawon Catering. The respondents to this study numbered 100 people. Data collection techniques use the method of spreading questionnaires to Dpawon catering consumers. Data analysis techniques use multiple linear regressions. The results showed that the marketing mix had a positive effect on purchasing decisions. So that it can be concluded that variables that have a positive and significant effect on purchasing decisions are product variables, processes, and physical evidence.

Item Type:	Thesis (S1)
Uncontrolled Keywords:	marketing mix, purchasing decisions
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User:	Ayu Fatika Lorine
Date Deposited:	04 Oct 2021 06:32
Last Modified:	04 Oct 2021 06:32
URI:	http://repository.upi.edu/id/eprint/68081

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