Analisis Faktor Marketing Mix 7P terhadap Kepuasan Konsumen Perusahaan Air Minum dalam Kemasan (AMDK) “AirMu” (Studi Kasus di PT. Cahaya Bumi Intanpari Karanganyar)

Istrahyuda, Awang Surya and , Dr. Suranto, ST., MM (2020) Analisis Faktor Marketing Mix 7P terhadap Kepuasan Konsumen Perusahaan Air Minum dalam Kemasan (AMDK) “AirMu” (Studi Kasus di PT. Cahaya Bumi Intanpari Karanganyar). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research was conducted at PT. Cahaya Bumi Intanpari as one of the new companies that produce bottled water under the brand name "AirMu" is in Karanganyar, realizing that product competition is so tight PT. Cahaya Bumi Intanpari (CBI) needs input on efforts to increase customer satisfaction based on factors in the marketing mix, and as an evaluation of the company to increase the right factors. The purpose of this study is (1) Factor analysis in marketing mix including product, price, promotion, place, person, process and physical that can increase customer satisfaction at PT. Cahaya Bumi Intanpari (CBI), (2) Providing advice on the most influential factors in the marketing mix including product, price, promotion, place, person, process and physical to increase customer satisfaction "AirMu" owned by PT. Cahaya Bumi Intanpari (CBI), as an evaluation and recommendation for the company. This research is expected to be useful for company management in making decisions about the analysis of factors that need to be improved based on marketing mix in an effort to increase customer satisfaction and for other parties who need the results of this study as reference material for further research. The method of analysis of this study uses the SEM (Structural Equation Modeling) model to identify factors or constructs and simultaneously measure the effect or degree of relationship between the factors identified. The results of this study based on data processing shows that all exogenous variables have a positive relationship with endogen variables, but the variables that have the most significant influence are product, promotion, people and physical variables. Whereas the most dominant variable with the highest value on consumer satisfaction is the person variable with a path coefficient of 0.448.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Analisis Faktor, Marketing mix, SEM, Kepuasan Konsumen
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Teknik > Teknik Industri
Depositing User:	AWANG SURYA ISTRAHYUDA
Date Deposited:	08 Feb 2020 03:42
Last Modified:	08 Feb 2020 03:42
URI:	http://eprints.ums.ac.id/id/eprint/80491

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