Analisis Marketing Mix terhadap Keputusan Pembelian Starbucks Coffee di Jakarta
Abstract
This research is that aim to analyze the influence variabels product, price,place, promotion, process, people, physical evidence on the purchase decision starbucks coffee in Jakarta. The method uses is quatitative wirh descriptive analysis technique followed by inferential analysis techniques using SmartPLS3.0 tools. This population from consumes bought and visited starbucks in Jakarta. Method sampling using non probability sampling. Data sources obtained through the results of distributing questionnaires of 96 respondents. The tools are uses SmartPLS 3.0. The result obtained are that (1) the presence of a product has a significant effect on purchasing decisions, (2) price does not have a significant effect on purchasing decisions, (3) place has no significant effect on purchasing decisions, (4) promotion has a significant effect on purchasing decisions, (5) process has no significant effect on purchasing decisions, (6) people have a significant effect on purchasing decisions, (7) physical evidence has no significant effect on purchasing decisions. Research limitations are due to a pandemic, the spread using the G-form so there is less approach to respondents.
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Assuari, Sofjan. 2014. Manajemen Pemasaran. jakarta: PT Raja Grafindo Persada.
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Chaffey, Dave, and Fionna Chadwick Ellis. 2020. No Title. United Kingdom: Pearson Education, Inc. © 2016.
Dahwilani, Dani M. 2019. “Data Dan Fakta Tren Menjamurnya Kedai Kopi Kekinian Di Indonesia.” I News.
Handayani, Tati, and muhammad anwar Fathoni. 2019. Buku Ajar Pemasaran Islam. edited by M. S. Dr.Suryani. yogjakarta.
Index, top brand. 2020. “Top Brand Award.” Retrieved (https://www.topbrand-award.com/top-brand-index/?tbi_find=starbucks).
Kotler, Philip, and Gary Amstrong. 2012. Prinsip-Prinsip Pemasaran. Jilid 1 ,. Jakarta: Erlangga.
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Kurniawan, Didi. 2019. “Kedai Kopi Di Indonesia Hampir Mencapai 3.000 Gerai.” VOI.
Musfar, tengku. 2020. Bauran Pemasaran Sebagai Materi Pokok Dalam Manajemen Pemasaran. Bandung: CV Media Sains Indonesi.
Pradika, Hendi. 2019. “Pertumbuhan Bisnis Kedai Kopi.” Swa.Co.Id, November.
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Sangadji, E. .., and Sopiah. 2013. Perilaku Konsumen : Pendekatan Praktis Disertai Himpunan Jurnal Penelitian. yogjakarta: cv andi offset.
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