Analisis Faktor Marketing Mix 7p Terhadap Minat Beli Konsumen Di Thamrin Coffee (Studi Kasus: Thamrin Coffee, Surakarta)

Hidayat, Muhammad and , Dr. Ir. Suranto, ST, MM, M.Si (2020) Analisis Faktor Marketing Mix 7p Terhadap Minat Beli Konsumen Di Thamrin Coffee (Studi Kasus: Thamrin Coffee, Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

At this time there are many cafes that have sprung up in Indonesia, especially in the city of Solo, and many business people are developing their businesses in the culinary field, especially cafes or Coffee shops, which means the number of competitors from this business is getting more and more, this research is located in Thamrin Coffee which has some problems that can cause anxiety will lose the market and its customers. Under these conditions, the author wants to find out whether there are factors that influence consumer buying interest to buy products at Thamrin Coffee using a factor analysis method whose variables are taken from the 7p marketing mix aspect. Based on the results of data analysis processed through the characteristics of respondents it is known that Thamrin Coffee customers are dominated by men aged 18-25 years and having the status of students who are in the area around the city of Solo. Through the results of processing using the factor analysis method obtained 9 factors with a cumulative total of 68.985%, these factors are promotion factors, price factors, product factors, place design factors, employee factors, process factors, raw material factors, location factors, and Packaging factor. From these factors it can be concluded that the marketing mix influences consumer buying interest at Thamrin Coffee.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	factor analysis, coffee shop, marketing mix, purchase interest
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management T Technology > T Technology (General)
Divisions:	Fakultas Teknik > Teknik Industri
Depositing User:	M HIDAYAT
Date Deposited:	13 Aug 2020 04:21
Last Modified:	13 Aug 2020 04:21
URI:	http://eprints.ums.ac.id/id/eprint/84703

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