Article Per Year (5 Year)
p-Index From 2020 - 2025
0
P-Index
This Author published in this journals
All Journal IJAE
Azizah Azmi
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Environmental Science

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN KONSUMEN DALAM PEMBELIAN FRANCHISE O’CHICKEN DI KECAMATAN BUKITRAYA KOTA PEKANBARU Azizah Azmi; Yusmini Yusmini; Evy Maharani
Indonesian Journal of Agricultural Economics Vol 10, No 2 (2019)
Publisher : Fakultas Pertanian, Universitas Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31258/ijae.10.2.102-114

Abstract

This study aims was analyze the marketing mix that influences consumer purchasing decisions O’Chicken, Analyzing the relationship between the marketing mix of consumer purchasing decisions O’Chicken. This research using purposive sampling method with the respondents of the study amounted to 50 respondents who have aged > 15 years, shop at O’Chicken more than 1 times. The data were analyzed using Likert scale, validity test, reliability test and Cartesian diagram. The results showed that of the five marketing mix variables, all of which are in the category of "influential". Cartesian diagram analysis shows consumer evaluation based on the level of interest expected by consumers. Quadrant I there is no variable in it, quadrant II which included in that is product and price variable is factor which is considered important for consumer, quadrant III there is promotion variable and location that felt less important for consumer, quadrant IV variable which included in that is service considered exaggerated for consumer but very satisfying. It is recommended that the O'Chicken should improve the marketing mix such as: product, price, place, promotion, service, and evaluate consumer expectation in accordance with the level of importance that has been analyzed using katesius diagram so that consumers will continue to shop and not switch to the fried chicken brand competitors
Co-Authors Evy Maharani Yusmini Yusmini