Oktaviani, Yusi and , Mila Faila Sufa, S.T., M.T. (2022) Analisis Strategi Pemasaran Produk Olahan Buah Parijoto Menggunakan Metode Marketing Mix (Studi Kasus: CV. Seleksi Alam Muria). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to (1) determine the influence of marketing mix elements on purchasing decisions for processed Parijoto fruit products, (2) identify marketing mix elements that have the most dominant influence on purchasing decisions for processed Parijoto fruit products, (3) determine the appropriate marketing strategy for companies to increase sales with the Marketing Mix approach. This research was conducted at CV. Selection Alam Muria, which is a company engaged in the food/beverage industry. The data used in this study are data from 57 respondents taken by purposive sampling method. The data analysis method used in this study was multiple linear regression analysis, which was processed using SPSS software. The results of this study indicate that together the elements of the marketing mix, namely product, price, location, and promotion have an influence on purchasing decisions, while individually the elements of the marketing mix that have a significant influence on purchasing decisions are price and promotion. Elements of the marketing mix that have the most dominant influence on purchasing decisions for processed fruit products Parijoto CV. Muria Natural Selection is a price. This is evidenced by looking at the Standardized Coefficients Beta value of each variable, where the price beta value (b2 = 0.504) is greater than location (b3 = 0.294), promotion (b4 = 0.31), and product (b1 = 0.31). The right marketing strategy for CV. Selection Alam Muria in increasing sales is to evaluate the price and location.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Marketing Strategy, Marketing Mix, and Purchasing Decision |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management T Technology > TI Industrial Engineering |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | YUSI OKTAVIANI |
| Date Deposited: | 26 Nov 2022 06:52 |
| Last Modified: | 26 Nov 2022 06:52 |
| URI: | http://eprints.ums.ac.id/id/eprint/106687 |
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