Wulandari, Wulandari (2023) Pengaruh Bauran Pemasaran Terhadap Keputusan Konsumen Dalam Pembelian Tahu Tempe Bacem Di Angkringan Mas Pono Kecamatan Ujungbatu Kabupaten Rokan Hulu Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

The Effect of Marketing Mix on Consumer Decisions in Purchasing Bacem Tofu and Tempeh at Angkringan Mas Pono, Ujungbatu District, Rokan Hulu Regency, Riau Province, Under the Guidance of Mrs. Dr.Ir. Marliati, M.Si. The marketing mix is a number of elements (product, price, place, promotion, people, process, physical evidence) that are interrelated and are used as a marketing strategy to increase the income of a business. This study aims to analyze (1) the characteristics of consumers, entrepreneurs, and business profiles of tempe and bacem tofu at Angkringan Mas Pono Ujungbatu. (2) The consumer decision process to buy tempeh and bacem tofu at Angkringan Mas Pono Ujungbatu. (3) The influence of the marketing mix on the consumer's decision to buy tempeh and bacem tofu at Angkringan Mas Pono Ujungbatu. (4) Marketing strategy for selling bacem tofu at Angrkingan Mas Pono jungbatu. This study uses a survey method. The sampling technique used is Accidental Sampling. The types of data used are primary data and secondary data. The analytical tools used are descriptive analysis and statistical analysis. Data processing uses Microsoft Excel 2010 and SPSS version 26.0. Based on the results of the study it was known (1) The characteristics of consumers of tempe bacem tofu were mostly female as much as 60%, with 25-30 years old as much as 26% and an average age of 29 years, with an average high school education of 42%, married as many as 50%, status as private employees as much as 27%, and an average income of < Rp. 2,000,000, the characteristics of the male entrepreneur, 32 years old, Bachelor's degree, income > Rp. 7,000,000, and married, Angkringan Mas Pono's business profile was established in 2016, an individual business form with its own capital and has a workforce of one person. (2) The consumer purchasing decision process in buying tempeh and bacem tofu is based on the taste of the product and depending on the situation. (3) The effect of the marketing mix on consumer decisions is that there are 4 variables that have significance values < 5% and < 1%, namely product variables (taste of product), place (easy to reach location), process (speed of service), and physical evidence ( shop cleanliness). (4) The marketing strategy for bacem tofu and tempeh is to prioritize the variables that most determine consumer decisions, should maintain product taste similarities, choose strategic locations, serve consumers carefully and quickly but not in a hurry, and maintain store cleanliness, make the store atmosphere attractive. and comfortable.

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