Analisis Implementasi Marketing Mix Street Gourmet Bandung Dan Pengaruhnya Terhadap Keputusan Pembelian (Studi Kasus Terhadap Followers Instagram @Streetgourmet_Bdg)

Firman Ardiansyah, Nurvita Trianasari

Abstract

Abstrak Penelitian ini menggambarkan keputusan pembelian Street Gourmet Bandung dengan menggunakan variabel produk, harga, promosi dan tempat. Penelitian ini bertujuan untuk menjelaskan pengaruh variabel produk, harga, promosi dan tempat terhadap keputusan pembelian Street Gourmet Bandung secara simultan maupun parsial. Metode penelitian ini menggunakan pendekatan kuantitatif dengan tujuan deskriptif. Jenis data yaitu data primer berupa jawaban-jawaban responden atas kuesioner dari 100 followers @streetgourmet_Bandung yang merupakan sampel pada 20.000 followers instagram @street gourmet_bdg pada bulan Maret – Juni 2017. Analisis data dalam penelitian ini menggunakan analisis deskriptif dan analisis regresi berganda. Hasil uji F menunjukkan bahwa terdapat pengaruh secara simultan antara variable produk, harga, promosi dan tempat terhadap keputusan pembelian Street Gourmet Bandung. Hasil uji t menunjukkan bahwa variabel produk tidak berpengaruh signifikan terhadap keputusan pembelian Street Gourmet Bandung, variabel harga berpengaruh negatif signifikan terhadap keputusan pembelian Street Gourmet Bandung, variabel promosi tidak berpengaruh signifikan terhadap keputusan pembelian Street Gourmet Bandung, variabel tempat berpengaruh positif signifikan terhadap keputusan pembelian Street Gourmet Bandung

Kata Kunci :bauran pemasaran, produk, harga, promosi, tempat, keputusan pembelian , Street Gourmet Bandung

Abstract This research describes the buying decisions of Street Gourmet Bandung using certain variables such as product, price, promotion and place. This research aims to knowing the effect of product, price, promotion and place towards buying decisions of followers Instagram Street Gourmet Bandung, both simultaneously and partially. The methods used in this research are the quantitative approach to intends of descriptive. The characteristics of data is the primary data of respondent’s answers on the questionnaires from 100 followers who were sample to 20.000 instagram followers of @streetgourmet_bdg by month March to June 2017. The data analysis in this research using descriptive analysis and multiple regression analysis. The results of the F test showed that there were a simultaneous effect between variables product, price, promotion and place towards buying decisions of followers Instagram Street Gourmet Bandung. The results of the t test showed that the product variable has not significant to effects towards buyng decisions of Street Gourmet Bandung, price has significant to negative effects towards buyng decisions of Street Gourmet Bandung, promotion has not significant to effects towards buyng decisions of Street Gourmet Bandung. place has significant to positive effects towards buyng decisions of Street Gourmet Bandung Keywords :marketing mix, product, price, promotion ,place, buying decisions, Street Gourmet Bandung

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