Pengaruh Bauran Pemasaran Terhadap Pengambilan Keputusan Pembelian Produk Makanan KFC Sudirman Yogyakarta
Rifaldo, Ir. Endang Sulastri. S.Pt., MA., Ph.D., IPM; Ir. Mujtahidah Anggriani Ummul Muzayyanah., S.Pt., MP., Ph.D., IPM.
2023 | Skripsi | ILMU DAN INDUSTRI PETERNAKAN
Building a sustainable fried chicken business requires the design and implementation of various supporting factors for business success. One of the crucial factors contributing to the success of the business is the marketing strategy factor. This study aims to determine and analyze the marketing mix that influence consumer decision making in buying KFC Sudirman Yogyakarta fried chicken food products. The number of respondents used for consumer decision-making analysis are 100 people with an age range of greater than or equal to 17 years. Determination of the sample is done by purposive sampling method. The method used is a survey method through a questionnaire with a Likert scale to collect primary data. Test the validity of the research instrument with Pearson Correlation analysis and reliability test with Cronbach's Alpha analysis. The data analysis technique used is multiple regression analysis for the t statistical test. The results showed that marketing strategy factors in the form of variations in product types partially did not influence purchasing decisions (p>0,1). Meanwhile, price discounts, location, and sales promotions partially have a significant effect on purchasing decisions in buying Fried Chicken KFC Sudirman Yogyakarta food products (p<0>
Kata Kunci : Bauran Pemasaran, Fried Chicken KFC, Konsumen