Model Bauran Pemasaran terhadap Kepuasan Konsumen Bius Coffee dengan Pendekatan SEM-PLS
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2024: 2
Model Bauran Pemasaran terhadap Kepuasan Konsumen Bius Coffee dengan Pendekatan SEM-PLS
AAAAAThis research examined the urgency of marketing mix model analysis at Bius coffee shops in Tarakan. In facing the rapid growth of the coffee industry and changing consumer behaviour, understanding effective marketing strategies is becoming crucial. This research aimed to contribute to understanding and improving marketing performance and identify its impact on consumer satisfaction. The research results provide practical guidance for similar business owners and stakeholders in optimising marketing strategies and meeting consumer expectations through the use of the marketing mix model and the influence of the marketing mix on consumer satisfaction at Bius Coffee. A survey using PLS-SEM involved 100 consumers as respondents consisting of 64 male and 36 female respondents. The research results showed that the Marketing Mix Model influences Bius Coffee's consumer satisfaction, consists of the variables Product, Price, Place, Promotion, People, Physical Evidence, Process and Consumer Satisfaction, which have valid construct values in building each latent variable compared to the indicators others that have invalid indicator values (less than 0.05). The R2 is 65.8%, which is the result that has been given and built by each latent variable; from these results, the influence of the marketing mix on consumer satisfaction can be seen. Bius Coffee, namely the Product and Physical Evidence variables, has a significant P-value of 0.0040, 05. The Person variable has a P-value significance value of 0.028 <0.05, and 34.2%, influenced by other factors