PENGARUH MARKETING MIX TERHADAP BRAND CHOICE PELANGGAN PRODUK KOPI DI SURABAYA

Giancarlo William Patty

Abstract


Kopi merupakan salah satu minuman penting kedua setelah air putih. Masyarakat di Indonesia banyak yang menyukai kopi dan ditambah lagi banyak perokok yang mengkonsumsi kopi dikarenakan bagi para perokok jika merokok tanpa mengonsumsi kopi maka tidak terasa nikmat. Maka daripada itu bauran pemasaran merupakan satu hal yang amat perlu diperhatikan untuk mengetahui konsumen dalam memilih produk pilihanya.

                Penelitian ini menggunakan kuisioner dan disebarkan kepada 100 responden dan menggunakn metode SPSS (statistical product and service solution) untuk mengetahui pengaruh dari bauran pemasaran terhadap merek pilihan konsumen pada produk kopi.


Keywords


Marketing Mix, Brand Choice, Coffee, SPSS

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