As'ari, Dimas and , Dr. Ir. Suranto, ST, MM, M.Si (2021) Model Pemasaran Peningkatan Minat Beli Dan Kepuasan Konsumen Pada Produk Gitar (Studi di Sentra Industri Gitar Mancasan, Baki ). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The guitar is one of the most popular musical instruments among the people. In the current era, the development of the guitar music industry in Indonesia is very rapid where competition between industries is increasingly competitive and unavoidable, this encourages entrepreneurs to be able to carry out good and appropriate marketing models in order to continue to compete. This study aims to identify the attributes of a marketing model to increase buying interest and consumer satisfaction in guitar products with a case study at the Mancasan Guitar Industry Center, Baki, Sukoharjo and analyze the effect of marketing mix variables on buying interest and consumer satisfaction and consumer satisfaction on buying interest. The results of model attributes from model testing obtained are a form of guitar product marketing strategy for craftsmen, so that theresults output become evaluation material for guitar craftsmen or SMEs to be able to face similar business competition. This research usesanalysis method Structural Equation Modeling (SEM). The data in this study were obtained through the distribution of questionnaires that were shown to consumers who had bought or used guitar products at the Mancasan Guitar Industry Center, Baki, Sukoharjo with a total of 100 samples of respondents. The sampling technique in this study used the accidental sampling technique.The results of this study obtained attributes of a marketing model that can increase consumer satisfaction and buying interest such as product quality,feature, product design, packing, price affordability, price discounts, advertising, direct marketing, transportation access, employee insight, ordering process, ease of transaction payment processing, building exterior , environmental, product publications and supplier image. And the resulting relationship variable marketing mix has a positive and significant effect on the buying interest variable with a direct influence of 0.260 and indirectly through the satisfaction variable of 0.361. The variable marketing mix has a positive and significant effect on the consumer satisfaction variable with a direct effect of 0.637. Consumer satisfaction variable has a positive and significant effect on the buying interest variable by having a direct influence of 0.583 on consumer buying interest.
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Marketing Mix, Consumer Satisfaction, Purchase Interest, SEM |
| Subjects: | H Social Sciences > HA Statistics H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | DIMAS AS'ARI |
| Date Deposited: | 05 Nov 2021 16:00 |
| Last Modified: | 05 Nov 2021 16:00 |
| URI: | http://eprints.ums.ac.id/id/eprint/95289 |
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