ANALISIS BAURAN PEMASARAN JASA DALAM MENINGKATKAN MINAT BELI KONSUMEN PADA RESTORAN DE WAAS CAFÉ & RESTO BANDUNG

Zahid Fathul Mubin, - (2019) ANALISIS BAURAN PEMASARAN JASA DALAM MENINGKATKAN MINAT BELI KONSUMEN PADA RESTORAN DE WAAS CAFÉ & RESTO BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Bauran Pemasaran Jasa yang terdiri dari produk, harga, lokasi, promosi, orang, proses, dan bukti fisik, terhadap Minat Beli. Jenis penelitian yang digunakan adalah penelitian penjelasan explanatory survey dan Sampel yang digunakan sebanyak 92, dengan menggunakan teknik sampel purposive sampling. Sedangkan pengumpulan data dalam penelitian ini yaitu dengan cara menyebar kuesioner (Google Form). Analisis yang digunakan adalah analisis regresi linear sederhana dengan SPPS versi 22.0 for windows. Hasil penelitian menunjukkan bahwa Bauran Pemasaran Jasa di De Waas Cafe & Resto Bandung termasuk dalam kategori cukup baik dan minat beli di De Waas Cafe & Resto Bandung termasuk kategori cukup tinggi. Hasil uji koefisien Determinasi menunjukkan bahwa Bauran Pemasaran Jasa berpengaruh terhadap Minat Beli sebesar 92,16%, Sedangkan sisanya 7,84% variabel Minat Beli akan dipengaruhi oleh variabel lain. This study discusses studying the Service Marketing Mix consisting of products, prices, locations, promotions, people, processes, and physical evidence, on Buying Interests. The type of research used is explanatory research. And the sample used amounted to 92, using a purposive sampling technique. While collecting data in this study, namely by distributing questionnaires (Google Form). This is a simple linear regression analysis with SPPS version 22.0 for Windows. The results showed that the Marketing Mix Service at De Waas Cafe & Resto Bandung had a fairly good category and interest at De Waas Bandung Cafe & Resto included a fairly high category. The test results for the Service Marketing Mix affect the Purchase Interest of 92.16%, while the remaining 7.84% of the Purchase Interest will be moved by other variables.

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Official URL: https://repository.upi.edu
Item Type: Thesis (S1)
Additional Information: No Panggil : S MIK ZAH a-2019; Pembimbing : I. Agus Subodo, II. Oman Sukirman; NIM : 1401852
Uncontrolled Keywords: Bauran Pemasaran, Minat Beli
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HJ Public Finance
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User: Yayu Wulandari
Date Deposited: 28 Mar 2020 11:21
Last Modified: 28 Mar 2020 11:21
URI: http://repository.upi.edu/id/eprint/48187

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