Analisis Bauran Pemasaran dan Minat Beli Ulang Konsumen Kopi pada Rimbun Espresso & Brew Bar Kota Padang

Authors

  • Rido Fadillah Universitas Andalas
  • Lora Triana Universitas Andalas
  • Rina Sari Universitas Andalas

DOI:

https://doi.org/10.25077/joseta.v2i1.222

Keywords:

Bauran pemasaran, kedai kopi, minat beli ulang

Abstract

Penelitian ini bertujuan untuk: (1) mendeskripsikan bauran pemasaran yang telah diterapkan Rimbun Espresso & Brew Bar dan (2) menganalisa hubungan atribut bauran pemasaran dan minat beli ulang konsumen kopi Rimbun Espresso & Brew Bar. Metode yang digunakan dalam penelitian ini adalah metode deskriptif kuantitatif. Populasi penelitian ini yaitu konsumen yang mengunjungi Rimbun Espresso & Brew Bar sebanyak dua kali atau lebih dengan sampel sebanyak 82 orang. Teknik yang digunakan dalam pengambilan sampel yaitu purposive sampling. Data diperoleh dari kuisioner dengan penilaian skala likert dan diuji validitas dan reliabilitasnya. Untuk melihat hubungan bauran pemasaran dan minat beli ulang konsumen digunakan alat analisis statistika uji statistic Chi-Square. Hasil penelitian menunjukan atribut bauran pemasaran yaitu produk, harga, promosi, tempat, sumberdaya, proses, lingkungan fisik adalah sangat baik dan konsumen sangat berminat untuk melakukan pembelian ulang. Pada analisis Chi-Square, variabel bauran sumberdaya, proses, lingkungan fisik memiliki hubungan dengan minat beli ulang konsumen sedangkan variabel bauran produk, harga, promosi, tempat tidak memiliki hubungan. Disarankan kepada Rimbun Espresso & Brew Bar untuk terus menjaga dan meningkatkan kualitas pelayanan, suasana, kenyamanan, dan fasilitas yang menjadi kebutuhan dan keinginan konsumen ketika berkunjung.

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Published

2020-04-30

Issue

Vol. 2 No. 1 (2020): April

Section

Research Articles

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