Analisis pengaruh strategi marketing 7p terhadap actual purchase behaviour yang dimediasi oleh purchase intention konsumen cafe Starbucks dari perbedaan generasi y dan generasi z

Wagono, Aurelia Devina (2022) Analisis pengaruh strategi marketing 7p terhadap actual purchase behaviour yang dimediasi oleh purchase intention konsumen cafe Starbucks dari perbedaan generasi y dan generasi z. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Terjadinya perkembangan jaman dapat merubah tren masyarakat untuk menkonsumsi makan dan minum diluar rumah. Coffee shop mulai diminati oleh masyarakat karena coffee shop sudah menjadi tempat eksistensi di kalangan anak muda. Tingkat konsumsi kopi di Indonesia akan terus meningkat dan berdampak pada produksi kopi yang akan meningkat setiap tahunnya. Contohnya, saat ini banyak coffee shop lain yang buka dan menjual produk minuman dengan harga lebih murah, walaupun dengan kualitas yang berbeda. Maka dari itu, dalam persaingan dibutuhkan strategi bisnis untuk melakukan pemasaran yang tepat dan meningkatkan minat beli konsumen. Salah satu strategi yang dapat dilakukan adalah 7P yaitu, product, price, place, promotion, people, process, dan physical evidence. Penelitian ini bertujuan untuk actual purchase behaviour yang dimediasi dengan purchase intention mengetahui pengaruh 7P terhadap perbedaan konsumen generasi Y dan generasi Z di Starbucks. Data yang digunakan didapat dari penyebaran kuisioner. Berdasarkan hasil penelitian ini, dapat diketahui pengaruh 7P terhadap actual purchase behaviour yang dimediasi dengan purchase intention dilihat dari perbedaan konsumen generasi Y dan generasi Z di Starbucks. Untuk generasi Y , variabel yang mempengaruhi variabel purchase intention dan yang mempengaruhi actual purchase behaviour yang dimediasi oleh variabel purchase intention adalah process, physical evidence, dan promotion. Sedangkan untuk generasi Z, variabel yang mempengaruhi variabel purchase intention dan yang mempengaruhi actual purchase behaviour yang dimediasi oleh variabel purchase intention adalah price dan physical evidence. / The development of the times can change the trend of people to consume food and drink outside the home. Coffee shops are starting to be in demand by the public because coffee shops are a place of existence among young people. The level of coffee consumption in Indonesia will continue to increase and have an impact on coffee production which will increase every year. For example, currently many other coffee shops are open and selling beverage products at lower prices, although with different qualities. Therefore, in competition, a business strategy is needed to carry out proper marketing and increase consumer buying interest. One strategy that can be implemented is the 7Ps, namely product, price, place, promotion, people, process, and physical evidence. This study aims to determine the effect of the 7Ps on actual buying behaviour mediated by the purchase intention of the difference between Generation Y and Generation Z at Starbucks. The data used is from the distribution of questionnaires. Based on the results of this study, it can be seen that the 7P's influence on actual buying behaviour is mediated by purchase intention as seen from the differences between Generation Y and Generation Z consumers at Starbucks. To generate Y, the variables that influence purchase intention and those that affect actual buying behaviour mediated by the purchase intention variable are process, physical evidence, and promotion. As for generation Z, the variables that influence purchase intentions and those that affect actual buying behaviour mediated by purchase intention variables are price and physical evidence.

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