Nabila, Kurnia and , Dr. Ir. Suranto, ST, MM, M.Si (2023) Analisis Strategi Pengembangan Pemasaran Untuk Meningkatkan Keputusan Pembelian Produk (Studi Kasus: Batik Akasia). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Batik is one of Indonesia's original intangible cultural heritage and has a long history in its struggle. Initially batik was only used by the royal families of Yogyakarta and Surakarta. Over time, batik is widely used by various circles. So that more batik spread in the area of Java. One of the batik production sites in Yogyakarta is CV Batik Akasia. Currently, the development of business enterprises is growing rapidly and the level of competition is getting higher. Batik entrepreneurs are now much connected with the power of millennials. Digital transformation is able to expand marketing and increase sales without any distance and time limits. This indicates that the creative industry market 2 including batik is experiencing increased competition not only between local, regional and national industries, but from various multinational industries. The purpose of this study is to make the development of marketing models to improve product purchasing decisions by using the 9p marketing mix method in CV Batik Akasia. This method was chosen because it has elements that can be used to analyze various strategy factors. This study uses PLS-SEM method with the help of SmartPLS software. From the results of research based on hypothesis testing can be concluded that the value of the path coefficient in the ninth variable marketing mix has a positive influence on product purchase decisions. But only the most significant physical evidence variables. Then modified the model with the same data. The results of the model of the relationship between variables have a positive and significant effect. Then some recommendations were implemented and observed for 3 months. As a result, Batik Acacia experienced a gradual increase in revenue after the implementation of research recommendations.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Batik, purchase decision, Marketing Mix 9P, SEM PLS |
| Subjects: | T Technology > T Technology (General) |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | KURNIA NABILA |
| Date Deposited: | 14 Aug 2023 06:44 |
| Last Modified: | 14 Aug 2023 06:44 |
| URI: | http://eprints.ums.ac.id/id/eprint/115513 |
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