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
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | mix marketing; attitude toward behaviour; subjective norm; perceived behaviour control; repurchase intention; produk olahan susu. | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | IMANUEL GIDEON PRATAMA PARDEDE | ||||||||
Date Deposited: | 04 Jan 2024 04:56 | ||||||||
Last Modified: | 28 Feb 2024 11:01 | ||||||||
URI: | http://repository.uph.edu/id/eprint/59671 |
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