Pengaruh bauran pemasaran 7p terhadap keputusan konsumen membeli makanan cepat saji kfc di Surabaya

Hidayat, Oki Indra (2019) Pengaruh bauran pemasaran 7p terhadap keputusan konsumen membeli makanan cepat saji kfc di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Penelitian ini ditunjukan untuk mengetahui bagaimana pengaruh bauran pemasaran 7P (product, price, promotion, place, people, physical evidence dan process) terhadap keputusan konsumen membeli makanan cepat saji KFC di Surabaya Sampel yang digunakan pada penelitian ini yaitu pria dan wanita usia18-60 tahun dan yang tinggal di Kota Surabaya dan merupakan konsumen KFC selama 2x dalam 5 bulan terakhir yaitu bulan Maret-Agustus 2019, dengan responden sebanyak 120. Untuk pengolahan data dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan Structural Equation Modeling (SEM) dengan menggunakan software AMOS 22.0 sebagai software untuk mengolah data. Hasil analisis menunjukan bahwa 7P (product, price, promotion, place, people, physical evidence dan process)memberikan pengaruh positif terhadap keputusan membeli makanan cepat saji KFC di Surabaya. Temuan empiris tersebut mengidentifikasikan bahwa 7 variabel yang diteliti semua memiliki positif dan 7 variabel tersebut semua memiliki nilai yang signifikan / This research is intended to find out how the effect of 7P (product, price, promotion, place, people, physical evidence and process) marketing mix on consumers' decision to buy KFC fast food in Surabaya. The samples used in this study are men and women aged 18-60 years and who live in the city of Surabaya and are KFC consumers for 2x in the last 5 months namely March-August 2019, with 120 respondents. For data processing and analyzing data in research this is by using Structural Equation Modeling (SEM) using AMOS 22.0 software as a software to process data. The analysis showed that 7P (product, price, promotion, place, people, physical evidence and process) had a positive influence on the decision to buy KFC fast food in Surabaya. The empirical findings identify that the 7 variables studied all have positive and all 7 variables have a significant value

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