PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN PEMBELIAN SAPI POTONG DI PT. BINA HILIR UTAMA NIAGA (BHUN) PALEMBANG

MUZDALIFAH, MAHIRO and Putri, Yulia Hamdaini (2023) PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN PEMBELIAN SAPI POTONG DI PT. BINA HILIR UTAMA NIAGA (BHUN) PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran jasa yang terdiri dari product, price, promotion, place, people, process, physical evidence dan payment. Metode penelitian yang digunakan adalah metode kuantitatif. Data yang digunakan dalam penelitian ini adalah data primer. Teknik pengambilan sampel menggunakan Teknik Non probability sampling menggunakan sampel jenuh. Sampel yang digunakan dalam penelitian ini berjumlah 101 responden yaitu konsumen PT. Bina Hilir Utama Niaga, Palembang. Berdasarkan uji t statistik yang dilakukan, dapat disimpulkan bahwa product, price, place, people, process, dan physical evidence berpengaruh positif dan signifikan terhadap keputusan pembelian daging sapi potong di PT. Bina Hilir Utama Niaga, Palembang, sedangkan promotion dan payment berpengaruh negatif dan signifikan terhadap keputusan pembelian daging sapi potong di PT. Bina Hilir Utama Niaga, Palembang. Besarnya pengaruh variabel product, price, promotion, place, people, process, physical evidence dan payment terhadap keputusan pembelian sebesar 0,961 atau 96,1% sisanya 3,9% dipengaruhi oleh variabel lain yang ada diluar penelitian

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Product, Price, Promotion, Place, People, Process, Physical Evidence, Keputusan Pembelian
Subjects:	H Social Sciences > HB Economic Theory > HB3711-3840 Business cycles. Economic fluctuations
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mahiro Muzdalifah
Date Deposited:	22 Jun 2023 03:55
Last Modified:	22 Jun 2023 03:55
URI:	http://repository.unsri.ac.id/id/eprint/112756

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