TERISIA MUHARAM SESUNAN, 1014023027 (2014) BAURAN PEMASARAN (MARKETING MIX) DAN PERILAKU KONSUMEN DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN CAPPUCINO CINCAU. Fakultas Pertanian, Universitas Lampung.
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Abstrak
Penelitian ini bertujuan untuk: mengetahui bagaimanakah hubungan bauran pemasaran dengan pengambilan keputusan pembelian cappucino cincau; mengetahui bagaimanakah hubungan perilaku konsumen dengan pengambilan keputusan pembelian cappucino cincau; mengetahui bagaimanakah pengaruh faktor-faktor dari karakteristik konsumen terhadap pengambilan keputusan pembelian cappucino cincau. Penelitian dilaksanakan di kampus Universitas Lampung yang dinilai sebagai pusat pendidikan dan di lingkungan tersebut paling banyak dijumpai tenda cappucino cincau. Penelitian ini menggunakan metode survei dengan analisis kualitatif dan kuantitatif . Populasi dalam penelitian ini tidak dapat diketahui secara pasti, oleh karena itu sampel yang diambil sebanyak seratus mahasiswa sebagai konsumen cappucino cincau dan sepuluh pedagang sebagai produsen cappucino cincau. Analisis data yang digunakan adalah analisis rank spearman dan analisis regresi linier berganda. Hasil penelitian menunjukkan: dari empat faktor bauran pemasaran, hanya faktor tempat, promosi dan kualitas pelayanan yang nyata berhubungan dengan proses pengambilan keputusan; dari tiga unsur perilaku konsumen, hanya unsur pribadi yang nyata berhubungan dengan proses pengambilan keputusan konsumen cappucino cincau; dari tujuh karateristik konsumen mahasiswa yang diduga berepengaruh terhadap keputusan pembelian cappucino cincau, hanya variabel tempat tinggal, jenis kelamin, frekuensi pembelian kopi instan, dan frekuensi pembelian cappucino cincau yang nyata berpengaruh terhadap keputusan pembelian cappucino cincau. This study aims to determine the relationship between marketing mix with consumer behavior and purchase decision, in addition to determine the influencing factors of the consumer characteristics on purchase decision making of cappuccino grass jelly. The research was conducted at the University of Lampung campus as a center of education in Bandar Lampung and in its area is most often found cappuccino tent grass jelly. This study used a survey method with qualitative and quantitative analysis. The population of this study was uncertain; therefore the samples of a hundred students as consumers of cappuccino grass jelly and ten traders as a manufacturer of cappuccino grass jelly were defined. The data was analyzed by the rankSpearman analysis and multiple linear regression analysis. The results showed that of the four marketing mix factors, only place, promotion and quality of service associated with the real decision-making process. Of the three elements of consumer behavior, only the personal element associated significantly with the process of consumer decision making of cappuccino grass jelly and of the seven predicted students’ characteristics as consumers of cappuccino grass jelly, only variables of residence, gender, frequency of purchasing of instant coffee and frequency of grass jelly purchase had influences on purchase decisions of cappuccino grass jelly.
| Tipe Karya Ilmiah: | Skripsi |
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| Subyek: | > Karya Karya Umum = 000 |
| Program Studi: | Fakultas Pertanian > Prodi Agribisnis |
| Depositing User: | 5812680 . Digilib |
| Date Deposited: | 02 Jan 2015 03:23 |
| Last Modified: | 02 Jan 2015 03:23 |
| URI: | http://digilib.unila.ac.id/id/eprint/6327 |
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