Pengaruh Product, Price, Promotion, Place Terhadap Kepuasan Konsumen Coffee Shop Cold 'N Brew (Studi Kasus Terhadap Kepuasan Konsumen Coffee Shop Cold 'N Brew pada Mahasiswa Universitas Muhammadiyah Surakarta)

Pratama Putra, Rendhika and , Dra. Wuryaningsih Dwi Lestari, M.M (2020) Pengaruh Product, Price, Promotion, Place Terhadap Kepuasan Konsumen Coffee Shop Cold 'N Brew (Studi Kasus Terhadap Kepuasan Konsumen Coffee Shop Cold 'N Brew pada Mahasiswa Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

As time goes by, the business competition is getting tougher. Marketing strategies must be considered so that a business can achieve its goals, which is centered on customer satisfaction. Marketing mix (4Ps) is the right strategy for a business in achieving consumer satisfaction through its elements namely product, price, promotion, and place. This study aims to determine: (1) the effect of the product on customer satisfaction, (2) the effect of price on customer satisfaction, (3) the effect of promotion on customer satisfaction, (4) the effect of place on customer satisfaction, with the object of research that is Cold ‘N Brew coffee shop. Cold ‘N Brew is one of the coffee shop businesses that is quite well known in the city of Surakarta. The results of this study are expected to be used as input or basis for decision making by company management, especially in marketing related to products, prices, promotions and places that affect customer satisfaction. The method used in this research is quantitative. Data collection techniques in this study used a google form questionnaire with a 5-point Likert scale. The population in this study were Cold ‘N Brew consumers, while the sample was taken through a method using non probability sampling. The sample in this study were the University of Muhammadiyah Surakarta’s students who had visited Cold ‘N Brew totaling 100 respondents. The data instrument test in this study used the validity and reliability test, while the hypothesis test used multiple linear regression analysis, F test, t test, and coefficient of determination (R2). The results of this study is that product, price, promotion and place variables simultaneously influence consumer satisfaction. Partially, product, price, and place variables have a significant effect on customer satisfaction, while promotion has no significant effect on customer satisfaction.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Customer Satisfaction, Product, Price, Promotion, Place
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	RENDHIKA PRATAMA PUTRA
Date Deposited:	03 Aug 2020 06:55
Last Modified:	03 Aug 2020 06:55
URI:	http://eprints.ums.ac.id/id/eprint/83996

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