Analisis Pengaruh Going-Rate Pricing, Consumer Behavior, Experiential Marketing Terhadap Keputusan Pembelian Kopi Keliling “Kopi Kelana” Di Kota Surabaya. (Analysis of the Influence of Going-Rate Pricing, Consumer Behavior, Experiential Marketing on the Purchasing Decisions of Mobile Coffee “Kopi Kelana” in Surabaya City).

Pramudito, Karunia Hanantyo (2025) Analisis Pengaruh Going-Rate Pricing, Consumer Behavior, Experiential Marketing Terhadap Keputusan Pembelian Kopi Keliling “Kopi Kelana” Di Kota Surabaya. (Analysis of the Influence of Going-Rate Pricing, Consumer Behavior, Experiential Marketing on the Purchasing Decisions of Mobile Coffee “Kopi Kelana” in Surabaya City). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyze the influence of going-rate pricing, consumer behavior, and experiential marketing on the purchasing decisions of Kopi Kelana in Surabaya. Coffee is a high-value agricultural commodity, and in 2024, Indonesia ranked fifth among the world’s largest coffee producers. This highlights coffee's strong integration into daily life, where drinking coffee has become a common routine to start or end the day. To meet the growing demand, many entrepreneurs have entered the coffee business, leading to innovations such as mobile coffee services. The application of going-rate pricing in Kopi Kelana involves competitive pricing strategies to attract consumers. Consumer behavior focuses on analyzing daily needs and preferences, while experiential marketing emphasizes satisfying consumer needs through two-way communication and memorable experiences. This research employs a quantitative approach, with data collected via an e-questionnaire distributed to individuals who have previously purchased Kopi Kelana. The data were analyzed using multiple linear regression to determine the extent of influence each variable has on purchasing decisions. The results indicate that going-rate pricing, consumer behavior, and experiential marketing all have significant impacts on purchasing decisions. Affordable pricing aligned with perceived value, an understanding of changing consumer behavior, and efforts to create engaging experiences all contribute positively to purchasing decisions. When combined, these three variables can significantly enhance the likelihood of consumer purchase.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Going-Rate Pricing, Consumer Behavior, Experiential Marketing, Purchasing Decision,Mobile Coffee
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis
Depositing User: 1122100092 Karunia Hanantyo Pramudito
Date Deposited: 22 Mar 2002 16:54
Last Modified: 22 Mar 2002 16:54
URI: http://repository.untag-sby.ac.id/id/eprint/39436

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