ANALISIS PENGARUH FAKTOR BAURAN PEMASARAN (MARKETING MIX)TERHADAP KEPUTUSAN PEMBELIAN TEH TONG TJI SIAP MINUM DI PASAR SWALAYAN KOTA SURAKARTA

Abstract

ABSTRACT

The purpose of research is for put to the test signification of the influence of marketing mix factor through buying decision on Tong Tji tea ready to drink in supermarket of Surakarta City. The basic method of this research is the analytical description. The location methods were performed by purposive sampling method. The location was used as a place of research, namely Tea Bar Solo Square, Solo Grand Mall, Paragon and Tea House Paragon. Method of sampling was done by judgement sampling method. Total sample set was total of 140 respondents using the provisions of 20: 1 for each structural line. The kinds data was using are primary data and secondary data. Analysis of the data used in this study was based on variant SEM analysis tools warpPLS 5.0.The results showed that the influence of marketing mix variables (7P) can be seen from the coefficient lines, that is variable influential product amounted to 0,036, the variable price of 0.078, variable promotions by 0.058, the variable place to 0.102, the variable people of 0.015, variable physical evidence of 0.232, and 0.188 of process variables. R-square was 0.71 and Q-square was 0.601. Based on the results of hypothesis testing that has been done, it is known that the variables that significantly influence the purchasing decisions of tea Tong Tji ready to drink in the Tea Bar and Tea House in Surakarta is a variable price, promotion, place, physical environment and processes, whereas no significant effect was variable products and people.

Keywords : Tea Ready to Drink, Tong Tji, Marketing Mix, SEM.