PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN LAKSA DI KAWASAN WISATA KULINER LAKSA TANGERANG
| Main Author: | AYU ANGGRAINI, NITA |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
|
| Subjects: | |
| Online Access: |
https://eprints.untirta.ac.id/2477/1/PENGARUH%20BAURAN%20PEMASARAN%20TERHADAP%20KEPUTUSAN%20PEMBELIAN%20KONSUMEN%20LAKSA%20DI%20KAWASAN%20WISATA%20KULINER%20LAKSA%20TANGERANG.PDF https://eprints.untirta.ac.id/2477/ https://faperta.untirta.ac.id/ |
Daftar Isi:
- The processing of traditional food products is currently one of the efforts made by the government to improve the regional economy by utilizing the distinctive flavors available in the area. Laksa culinary tourism area in Tangerang is the main culinary destination in Tangerang City, located in Tangerang Subdistrict, precisely in Babakan Village. The growth of tourism in an area is supported by the availability of adequate facilities and infrastructure, the number of entertainment venues near the Tangerang laksa culinary area makes this place very strategic to reach by consumers. The purpose of this study was to analyze the effect of the marketing mix on purchasing decisions of traditional Tangerang food products made by laksa consumers, as well as to identify and describe the marketing mix strategy that had the most influence on the purchase decisions of traditional Tangerang-style traditional foods made by laksa consumers. The method used in this research is quantitative descriptive method. With the sampling technique used is nonprobability sampling by accidental sampling. The location is set intentionally (purposive), namely at the location of the Tangerang Laksa culinary tourism area. The analytical method used is multiple linear regression analysis using the SPSS software program (Statistical Package for Social Since). From the results of calculations, the marketing mix in the Tangerang Laksa culinary tourism area has a significant influence on Laksa consumer purchasing decisions of 52.7% and the results of individual tests (t test) obtained results. product variable (X1), price variable (X2), place variable (X3), and physical proof variable (X5) have a significance value of <0.05. It can be concluded that the four independent variables significantly influence purchasing decisions (Y). While the promotion variable (X4) has a significance value> 0.05, it can be concluded that the promotion independent variable does not significantly influence the purchasing decision (Y). Keywords : Marketing mix 5P and Consumer Decision.