Analisis Pengaruh Bauran Pemasaran 7p Di Era New Normal Terhadap Keputusan Pembelian Pada Coffee Shop Di Malang (Studi Kasus: Kopi Ortu)

Mahmudi, Alif (2022) Analisis Pengaruh Bauran Pemasaran 7p Di Era New Normal Terhadap Keputusan Pembelian Pada Coffee Shop Di Malang (Studi Kasus: Kopi Ortu). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan coffee shop di Indonesia terutama di kota Malang mengalami perkembangan yang sangat pesat. Pada tahun 2019 kota Malang menjadi kota kluster pengembangan kopi di Indonesia. Ditahun yang sama pendapatan pajak kedua terbesar kota Malang berasal dari tumbuhnya coffee shop. Pada tahun 2020 pandemi covid-19 memberikan dampak yang sangat buruk bagi pelaku bisnis karena turunya keputusan pembelian masyarakat terhadap kopi pada masa tersebut. Kopi Ortu merupakan salah satu coffee shop yang ada di kota Malang yang menjual bergbagai macam varian minuman kopi dan non coffee dan beberapa makanan. Letaknya yang berada ditengah kota dan dijalan utama memberikan nilai lebih bagi Kopi Ortu akan tetapi pandemi ini memberikan dampak sehingga perlu strategi khusus agar bisa bersaing dan bertahan. Strategi yang dapat diterapkan adalah strategi bauran pemasaran 7P (product, price, promotion, place, phyisical evidence, people, process). Penelitian ini menggunakan metode regresi linier berganda untuk menguji pengaruh variabel independen terhadap variabel dependen. Jumlah responden pada penelitian ini 113 orang berasal dari konsumen kopi ortu dan data diolah menggunakan SPSS 26. Hasil penelitian ini adalah terdapat dua variabel hipotesis yang ditolak yang pertama aadalah product, hal tersebut dikarenakan ada kualitas produk dan variasi produk sudah berjalan dengan baik sehingga bukan menjadi faktor utama. Hipotesis yang ditolak kedua adalah process, hal ini dikarenakan konsumen merasakan tidak ada perbedaan jauh dari proses pelayanan maupun pembuatan di tiap coffee shop. Hipotesis yang diterima meliputi price, karena price yang murah menarik minat konsumen dalam melakukan keputusan pembelian. Hipotesis yang diterima selanjutnya adalah promotion, karena semakin unik promosi dan diskon yang diberikan semakin tinggi konsumen untuk membeli product tersebut. Hipotesis yang diterima selanjutnya adalah place, letak yang strategis dan mudah dijangkau serta sarana tempat parkir yang luas menjadi pertimbangan konsumen. Hipotesis yang diterima selanjutnya adalah physical evidence, semakin tinggi dan menarik (fasilitas eksterior, fasilita interior, dan fasilitas lainnya) akan semakin tinggi juga pengaruhnya kepada konsumen dalam pengambilan keputusan. Hipotesis yang diterima selanjutnya adalah people, semakin baik people dalam melayani dan penguasaan terhadap barang yang ditawarkan pada konsumen akan memberikan preferensi yang baik kepada konsumen atas kualitas jasa dan produk yang pernah dibeli.
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The development of coffee shops in Indonesia, especially in the city of Malang, has developed very rapidly. In 2019 the city of Malang became a coffee development cluster city in Indonesia. In the same year, Malang's second largest tax revenue came from the growth of coffee shops. In 2020 the COVID-19 pandemic had a very bad impact on business people because of the decline in people's purchasing decisions for coffee at that time. Ortu Coffee is one of the coffee shops in the city of Malang that sells various variants of coffee and non and some foods. Its location in the middle of the city and on the main road provides added value to Kopi Ortu, but this pandemic has had an impact so it needs a special strategy to compete and survive. The strategy that can be applied is the 7P marketing mix strategy (product, price, promotion, place, physical evidence, people, process). This study uses multiple linear regression to test the effect of the independent variable on the dependent variable. The number of respondents in this study 113 people came from parents' coffee consumers and the data was processed using SPSS 26. The results of this study were that there were two hypothesis variables that were rejected, the first was product, this was because there was product quality and product variety that hadbeen going well so it was not a problem. main factor. The second rejected hypothesis is process, this is because consumers feel there is no much difference from the service and manufacture process in each coffee shop. The accepted hypothesis includes price, because price attracts consumers to make purchasing decisions. The next accepted hypothesis is promotion, because the more unique the promotions and discounts are, the higher consumers will buy product. The next accepted hypothesis is that place, a strategic and easy-to-reach location and a large parking area are considered by consumers. The next accepted hypothesis is physical evidence, the higher and more attractive (exterior facilities, interior facilities, and other facilities) the higher the influence on consumers in decision making. The next accepted hypothesis is people, the better people in serving and mastering the goods offered to consumers, the consumers willgive good preferences to the quality of services and products they have purchased.

Item Type:	Thesis (Other)
Additional Information:	RSMB 658.8 Mud a-1 2022
Uncontrolled Keywords:	Coffee shop, Kopi Ortu, Pandemi Covid-19, Keputusan Pembelian, Bauran Pemasaran 7P, Regresi Linier Berganda, Coffee shop, Pandemic Covid-19, Purchase Decision, Marketing Mix 7P, Multiple Linear Regression Analysis
Subjects:	H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	- Davi Wah
Date Deposited:	18 Sep 2024 09:11
Last Modified:	18 Sep 2024 09:11
URI:	http://repository.its.ac.id/id/eprint/115637

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