Pengaruh Marketing Mix (Product, Price, Place, dan Promotion) Terhadap Brand Preference Pada J.Co Do-nuts & Coffee di Surabaya

Rendy Gunawan(1*),


(1) 
(*) Corresponding Author

Abstract


Kegiatan hangout merupakan kegiatan yang menjadi kewajiban bagi kalangan anak muda. Masyarakat mulai menyadari betapa pentingnya gaya hidup serta kebutuhan sosial. Perkembangan gaya hidup inilah yang membuat banyak perusahaan dan pebisnis mulai melirik sektor pasar baru, yaitu bisnis untuk menyediakan tempat dimana para remaja dapat melakukan kegiatan hangout dengan nyaman. Penelitian ini dilakukan untuk menganalisa pengaruh dari marketing mix (product, price, place, dan promotion) terhadap brand preference pada J.Co Donuts & Coffee di Surabaya. Penelitian ini menggunakan Kuesioner yang disebar ke 100 Customer yang pernah mengunjungi pada J.Co Donuts & Coffee di Surabaya paling sedikit satu kali. Kuesioner dalam penelitian ini dibentuk menggunakan format kuesioner skala Likert. Penelitian ini menggunakan teknik analisa SPSS (statistical product and service solution).  

Keywords


Brand preference; Marketing mix; Product; Price; Place; Promotion

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