Analisis marketing mix yang terkait dengan niat membeli ulang konsumen produk olahan susu di Jabodetabek

Pardede, Imanuel Gideon Pratama (2023) Analisis marketing mix yang terkait dengan niat membeli ulang konsumen produk olahan susu di Jabodetabek. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis dampak Mix Marketing kepada Attitude Toward Behaviour, Subjective Norm, Perceived Behaviour Control dan dampak keempat variabel tersebut kepada Repurchase Intention. Obyek penelitian ini adalah konsumen produk olahan susu di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penelitian penyebaran kuesioner eletronik Google Forms melalui media online. Penelitian ini memiliki 239 responden yang dipilih menggunakan teknik purposive sampling. Penelitian ini menunjukan bahwa adanya lima hipotesis yang di dukung dari tujuh total hipotesis. Attitude toward behaviour berdampak signifikan terhadap repurchase intention, subjective norm tidak berdampak signifikan terhadap repurchase intention, perceived behaviour control berdampak signifikan terhadap repurchase intention, marketing mix berdampak signifikan terhadap repurchase intention, marketing mix berdampak signifikan terhadap attitude toward behavior, marketing mix berdampak signifikan terhadap subjective norm dan marketing mix berdampak signifikan terhadap perceived behaviour control

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