Asmara Putri, Sukma Wahyu (2019) PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN KONSUMEN SERTA DAMPAKNYA TERHADAP VOLUME PEMBELIAN (Studi Kasus pada W&R Bakery Kabupaten Boyolali, Jawa Tengah). Skripsi (S1) thesis, Institut Manajemen Koperasi Indonesia.
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Abstract
SUKMA WAHYU ASMARA PUTRI, Influence of Marketing Mix to Customer Satisfaction and Its Impact on Purchase Volume (Case Study at W&R Bakery in Boyolali Regency, Central Java) under the guidance of Dr. H. Gijanto Purbo Suseno, SE., M.Sc and Abdul Hakim, M.Pd., M.Ag. One of member the Pre-Cooperative IWABI is W&R Bakery which is engaged in the culinary field. In serving consumers, W&R Bakery is divided into two parts, namely order and mass. W&R Bakery has an increasing turnover, but there are some products that experience demand that tends to decline. This is allegedly because the implementation of the marketing mix is less than optimal so as not to create satisfaction for consumers. The purpose of this study is to determine the direct and indirect effects of the marketing mix on customer satisfaction and its impact on the volume of purchases at W&R Bakery. This study aims to know the development of the PreCooperative IWABI for legal entities, the role and benefits of cooperatives, and the IWABI Pre-Cooperative services. The method uses the research is a case study with a quantitative approach. To find out the application of marketing mix, consumer satisfaction and purchase volume uses descriptive with Likert scale measurements. To find out the magnitude of the direct or indirect influence uses the path analysis tool. To know the development and the role of the cooperative uses descriptive which is the result of the interview. The results show that there is a significant influence between the marketing mix on consumer satisfaction in partially product (9.24%), price (36.60%), promotion (13.91%) and place (7.12%). Simultaneously, the marketing mix influences consumer satisfaction (32.4%) and the rest (67.6%) is influenced by other factors. There is an influence between the marketing mix and consumer satisfaction on purchase volume, the magnitude of the influence of the place (1.32%), customer satisfaction (96.5%) and the magnitude of the influence simultaneously (83.5%) and the rest (16.5%) influenced by other factors. There are indirect effects, namely through consumer satisfaction on the product (8.60%), price (33.99%), promotion (12.89%), and place (6.66%). The IWABI Pre-Cooperative development for legal entities will be improved in terms of administration, member participation, independence, deeds and cooperative statutes. The role and benefits of cooperatives towards W & R Bakery businesses include procurement of inputs, production process facilities, product marketing, financial services and minimizing business risks. The IWABI PreCooperative Service according to the interview results shown that it was not maximal in serving members as consumer cooperatives.
| Item Type: | Thesis (Skripsi (S1)) |
|---|---|
| Uncontrolled Keywords: | bauran pemasaran, kepuasan konsumen dan volume pembelian |
| Subjects: | S1 - SKRIPSI |
| Divisions: | PROGRAM STUDI SARJANA MANAJEMEN > MANAJEMEN BISNIS |
| Depositing User: | Febrian Ricky |
| Date Deposited: | 13 Feb 2025 04:58 |
| Last Modified: | 13 Feb 2025 04:58 |
| URI: | http://repository.ikopin.ac.id/id/eprint/227 |
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