ANALISIS BAURAN PEMASARAN KAFE SASTRA BALAI PUSTAKA TERHADAP MINAT PENGUNJUNG

Ivana, Keisha Natasha (2021) ANALISIS BAURAN PEMASARAN KAFE SASTRA BALAI PUSTAKA TERHADAP MINAT PENGUNJUNG. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran Kafe Sastra Balai Pustaka terhadap minat pengunjung. Sampel yang dipergunakan adalah sebanyak 50 pengunjung Kafe Sastra. Metode pengumpulan data berupa survei. Data dianalisis menggunakan PLS versi 3.0. Hasil penelitian menunjukkan bahwa secara parsial produk (product), harga (price), promosi (promotion) berpengaruh signifikan terhadap minat pengunjung Kafe Sastra Balai Pustaka, sedangkan aspek tempat (place) Kafe Sastra tidak berpengaruh secara signifikan terhadap minat pengunjung dalam benak pelanggan Kafe Sastra. Kata kunci: Produk (product), Harga (price), Promosi (promotion), Tempat (place), Bauran Pemasaran (marketing mix), minat pengunjung. This study aims to analyze the influence of the marketing mix of Balai Pustaka Literary Cafe on the interests of visitors. The sample used is as many as 50 visitors Cafe Sastra. Data collection method in the form of survey. The data was analyzed using the PLS 3.0 version. The results showed that partially the product, price, promotion have a significant effect on the interests of visitors To Kafe Sastra Balai Pustaka, while the place aspect of Kafe Sastra does not significantly affect the interest of visitors in the minds of Kafe Sastra customers. Keywords: Product, Price, Promotion, Place, Marketing mix, visitor interest

Item Type: Thesis (S1)
NIM/NIDN Creators: 43117110442
Uncontrolled Keywords: Produk (product), Harga (price), Promosi (promotion), Tempat (place), Bauran Pemasaran (marketing mix), minat pengunjung. Product, Price, Promotion, Place, Marketing mix, visitor interest
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: MYTHA ALVIANA SARI
Date Deposited: 08 Mar 2022 23:50
Last Modified: 08 Mar 2022 23:50
URI: http://repository.mercubuana.ac.id/id/eprint/57506

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