Persepsi Konsumen Terkait Bauran Pemasaran dan Pengaruhnya Terhadap Keputusan Pembelian Ulang Sop Duren Lodaya

Abstract

As an effort to maintain their sustainability business, Sop Duren Lodaya need to stimulate consumer’s repeat purchase through implemented marketing mix according to characteristics and consumer’s perceptions. The purpose of this research are to identify the consumers characteristic, analyze consumer’s perceptions associated to the 7p marketing mix, and its influence on repeat purchase decision Sop Duren Lodaya Bangbarung branch. The results showed a good perception of 7p marketing mix mainly price and people aspect. The F test result indicated that consumer’s perception of 7p marketing mix simultaneously affected to repeat purchase decision Sop Duren Lodaya. The T test results showed that consumer’s perceptions of the product, price, place, promotion, people, and process’s variables has positive and significant effect on repeat purchase decisions, while the physical evidence’s variables has positive effect but not significant on consumer’s repeat purchase decision