Analisis Strategi Pemasaran Kue Semprong Dengan Menggunakan Metode Marketing Mix 7p (Studi Kasus : Ukm Semprong Kelapa Wijen)

Pradipta, Rio and , Much Djunaidi, S.T,. M.T (2020) Analisis Strategi Pemasaran Kue Semprong Dengan Menggunakan Metode Marketing Mix 7p (Studi Kasus : Ukm Semprong Kelapa Wijen). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Semprong Kelapa Wijen UKM is one of the UKM in Pemalang district that produces until now. Strategies that are not precise and wrong with market priorities are one of the obstacles in the current marketing strategy. 7P Marketing Mix is a marketing strategy that includes products, prices, places, promotions, people, processes and physical appearance by using Multiple Linear Regression to look for 7P priorities. The purpose of this research is to identify which ones should be prioritized and form an appropriate marketing strategy. From the data processing of the Multiple Linear Regression equation data, the product variable coefficient (X1) is 0.403072, the probability value is 0.1913, the price (X2) is -0.316713, the probability value is 0.3665, the place (X3) is -0.023034, the probability value is 0.9224, Promotion (X4 ) equal to 0.724745 probability value of 0.0530, People (X5) of 0.397705 probability value of 0.0870, Process (X6) of -0.161930 probability value of 0.5191, Physical Display (X7) of -0.177194 probability value of 0.4333. Then it can be concluded that what should be prioritized towards consumer interests are product variables, promotions, and people.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Mix marketing 7P, Kue Semprong, Strategi pemasaran
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Teknik > Teknik Industri
Depositing User:	RIO PRADIPTA
Date Deposited:	21 Aug 2020 05:09
Last Modified:	21 Aug 2020 05:09
URI:	http://eprints.ums.ac.id/id/eprint/85329

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