Pengaruh Bauran Pemasaran (Marketing Mix) Terhadap Minat Beli Konsumen di Okui Kopi 3.0 Surabaya

Keywords:

Rizki Ivah Lutfiah

UPN "Veteran" Jawa Timur

Sri Widayanti

UPN "Veteran" Jawa Timur

Sri Tjondro Winarno

UPN "Veteran" Jawa Timur

Abstract

The purpose of this study aims to determine the 7P marketing mix activities carried out by Okui Kopi 3.0 Surabaya on consumer purchase interest, to determine the effect of the 7P marketing mix on consumer purchase interest, and to imply the results of research for Okui Kopi 3.0 Surabaya shop. The sampling method used was a non-probability sampling method with a purposive sampling technique.  The number of samples in this study were 50 respondents.  The data analysis technique used was the Structural Equation Model Partial Least Square (SEM PLS). The results of this study indicate that the variables of product, price, place, promotion, and people have a significant influence on consumer buying interest where the p-value is ≤ 0.05.  Meanwhile, process variables and physical evidence did not have a significant effect on consumer purchase interest because the p-value > 0.05. Keywords—: Marketing Mix, Consumer Purchase Interest, SEM-PLS, Okui Kopi 3.0 Surabaya.

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Title Pengaruh Bauran Pemasaran (Marketing Mix) Terhadap Minat Beli Konsumen di Okui Kopi 3.0 Surabaya
Issue: Vol. 22 No. 1 (2021): JURNAL AGRI-TEK
Section Articles
Published: Apr 22, 2021
DOI: https://doi.org/10.33319/agtek.v22i1.80
Author
  • Rizki Ivah Lutfiah
    UPN "Veteran" Jawa Timur
  • Sri Widayanti
    UPN "Veteran" Jawa Timur
  • Sri Tjondro Winarno
    UPN "Veteran" Jawa Timur
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How to Cite
Lutfiah, R. I., Widayanti, S., & Winarno, S. T. (2021). Pengaruh Bauran Pemasaran (Marketing Mix) Terhadap Minat Beli Konsumen di Okui Kopi 3.0 Surabaya. JURNAL AGRI-TEK : Jurnal Penelitian Ilmu-Ilmu Eksakta, 22(1), 52–55. https://doi.org/10.33319/agtek.v22i1.80
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