Wardani, Nimas Ayu (2023) Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Bakpia Pada Pia Warung Glenmore Cabang Jember Di Kabupaten Jember. Undergraduate thesis, Politeknik Negeri Jember.
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Abstract
This study was conducted because the snacks or pastry industry, specifically Bakpia, is facing business competition. Bakpia Glenmore or Pia Warung Glenmore Jember Branch is one of the bakpia companies in the Jember Regency. The purpose of this study was to investigate and analyze the impact of the marketing mix on bakpia purchasing decision at Pia Warung Glenmore Jember Branch. This study’s population consisted of 70 respondents who purchased bakpia Pia Warung Glenmore Jember Branch. Multiple liniear analysis with IBM SPSS 21 software was used as an analytical tool. The results of this study can be concluded that the variables of product, price, promotion, and distribution channels have a significant effect on purchasing decisions for bakpia at Pia Warung Glenmore, Jember Branch. Partially, the results of this study can be concluded that the product and distribution channel variables have a significant effect on purchasing decisions, while the price and promotion variables have no partially significant effect on purchasing decisions. Based on the results of the analysis of the product variable, it is the variable that has the dominant influence on the decision to buy bakpia at Pia Warung Glenmore, Jember Branch in Jember Regency.
| Item Type: | Thesis (Undergraduate) | ||||||
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| Uncontrolled Keywords: | Product, Price, Promotion, Location and Purchase Decision | ||||||
| Subjects: | 550 - Rumpun Ilmu Ekonomi > 570 - Ilmu Manajemen > 574 - Pemasaran | ||||||
| Divisions: | Jurusan Manajemen Agribisnis > Prodi D4 Manajemen Agroindustri > Tugas Akhir | ||||||
| Depositing User: | Wardani Nimas Ayu | ||||||
| Date Deposited: | 14 Jun 2023 03:03 | ||||||
| Last Modified: | 14 Jun 2023 03:04 | ||||||
| URI: | https://sipora.polije.ac.id/id/eprint/24023 |
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