PENGARUH BAURAN PEMASARAN UNTUK MENINGKATKAN KUNJUNGAN KONSUMEN PADA CAFE KOPI SOE DI TENGGILIS MEJOYO SURABAYA

Nengtiyas, Ira Ade (2022) PENGARUH BAURAN PEMASARAN UNTUK MENINGKATKAN KUNJUNGAN KONSUMEN PADA CAFE KOPI SOE DI TENGGILIS MEJOYO SURABAYA. Other thesis, UNIVERSITAS 17 AGUSTUS 1945 SURABAYA.

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Abstract

Persaingan usaha di bidang Cafe di Indonesia sangat pesat. Menikmati Kopi adalah sebuah tradisi budaya bagi setiap masyarakat terutama di Indonesia yang berada di pedesaan maupun perkotaan. Konsumen sekarang juga selektif dalam memilih Cafe, dan menyebabkan para usaha Cafe harus memikirkan strategi yang tepat dalam menghadapi persaingan yang semakin ketat. Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran terhadap kunjungan konsumen pada Cafe Kopi Soe di Tenggilis Mejoyo Surabaya. Metode yang digunakan kuantitatif dengan pengambilan sampel yang ditujukan pada konsumen Café Kopi Soe dengan jumlah 100 responden, pengumpulan data menggunakan kuesioner. Metode analisis yang dalam penelitian ini adalah Analisis regresi linear berganda, Uji F (Simultan), Uji T, Analisis koefisien determinasi r2. Berdasarkan hasil analisa data penelitian yang dilakukan, Analisa Regresi linear berganda menunjukkan bahwa adanya pengaruh antara variabel X terhadap variabel terikat Y. Nilai yang terbesar 0,523. Uji F menunjukkan pada penelitian ini sebesar 10,441 > F tabel sebesar 2,10 dan memiliki sig. 0,000 sehingga secara simultan variabel X berpengaruh terhadap variabel Y. Uji T menunjukkan hasil hipotesis diterima t hitung > t tabel, dapat disimpulkan variabel X yang dominan nilai t sebesar 3,997 > t tabel 1,984. Analisa koefisien determinasi r2 menunjukkan bahwa diperoleh hasil R Square sebesar 0,443. Maka kesimpulan penelitian bahawa semua variabel X berpengaruh signifikan terhadap variabel Y.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis
Depositing User: 1121700005 Ira Ade Nengtiyas
Date Deposited: 11 Mar 2022 11:35
Last Modified: 11 Mar 2022 11:35
URI: http://repository.untag-sby.ac.id/id/eprint/14902

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