BAURAN PEMASARAN DAN FAKTOR-FAKTOR YANG MEMPENGARUHI PENGELUARAN KONSUMEN DALAM MENGONSUMSI MAKANAN DAN MINUMAN PADA RESTORAN VEGETARIAN (Kasus di Restoran Maitreya dan Harmoni)

PUTRI, KARINA AYUNI EKA and Zahri, Imron and Arbi, Muhammad (2016) BAURAN PEMASARAN DAN FAKTOR-FAKTOR YANG MEMPENGARUHI PENGELUARAN KONSUMEN DALAM MENGONSUMSI MAKANAN DAN MINUMAN PADA RESTORAN VEGETARIAN (Kasus di Restoran Maitreya dan Harmoni). Undergraduate thesis, Sriwijaya University.

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Abstract

The purpose of this study were to: 1) Describe the application of the marketing mix at the vegetarian restaurant (The Case in Maitreya and Harmoni Restaurant), 2) Analyze the factors that influence consumer spending in consuming vegetarian food and beverages (The Case in Maitreya and Harmoni Restaurant) . This study was conducted in the city of Palembang by the time the study and data collection in the field in March 2016 by taking two different locations namely Maitreya Vegetarian Restaurant at H. Abdul Rozak Street, in shophouses 1-3 and thesecond location is located Harmoni Vegetarian Restaurant in a complex of Kindergarten-Primary School Xaverius 9, Junior High School Xaverius 7, Secondary Vocational School Xaverius 1 is located at Jalan Betawi Raya Street no.1707 Lebung Gajah Village, Sematang Borang District. The method used is descriptive analytic survey and observation techniques, while the sampling method in this study conducted by accidental sampling method. The data collected in this study are primary data and secondary data. The results showed that adoption of the marketing mix product mix, the both of restaurant school children utilizing the target market, because Maitreya Restaurant is near the main road Residen H. Abdul Rozak then it is possible other target markets namely the general public. So the Maitreya Restaurant providing diverse menu indicated by vegetarian product prices ranging from Rp. 2.000, - (for a snack) to Rp. 150.000, - for food with large portions. While the Harmoni Restaurant provides a menu preferred school students so that product prices more in conformity with pocket money school children. Restaurants Harmoni product price range starts at Rp.500, - to 10,000, -. In promotional activities, Maitreya Restaurant is not heavily promoting the sale but only promotes vegetarian via posters as part of the decor of the restaurant, information about the restaurant was largely derived from information consumers to other consumers/mouth to mouth, while Harmoni does not undertake promotional activities sales for the dining area is the only restaurant in Xaverius School Complex. Based on the results of multiple linear regression analysis showed that factors that significantly affect the cost of consume vegetarian food and beverages in Maitreya and Harmoni Restaurant are the age and the jobs. Based on the results of multiple linear regression analysis showed that factors that significantly influence the cost of eating vegetarian food and beverages in Maitreya and Harmoni Restaurants is the age and the jobs.

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD9000-9495 Agricultural industries > HD9000.5.B416 Agribusiness management
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Users 2582 not found.
Date Deposited:	21 Nov 2019 06:41
Last Modified:	21 Nov 2019 06:41
URI:	http://repository.unsri.ac.id/id/eprint/17138

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