Muslimah, Azizatul (2026) Implementasi Bauran Pemasaran terhadap Perilaku Pembelian Kebab Abunara Frozen di Kecamatan Tambun Utara Kabupaten Bekasi. Sarjana (S1) thesis, Universitas Muhammadiyah Indonesia.
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Abstract
Kebab products are one of the typical foods of the Middle East, especially Turkey. This is related to the agricultural sector which is very closely related to the processing industry, because the agricultural sector is the main sector of food production. This study aims to determine the effect of product, price, place and promotion partially and simultaneously on kebab purchasing behavior at Kebab Abunara Frozen, in Tambun Utara District, Bekasi Regency. The analysis uses a marketing mix of multiple linear regression analysis. Data were obtained in 2025 at the Abunara Frozen Store. The results of the analysis show that product, price, place and promotion simultaneously have a significant effect on purchasing behavior. Partially, product, price, and place have a significant effect, while promotion has no effect or does not meet the t-test standards on purchasing behavior at Kebab Abunara Frozen
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) |
|---|---|
| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: | Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Budiyono, Haris 0019106301 UNSPECIFIED Luthfiadi, Ridwan 0009115107 |
| Keywords / Kata Kunci: | product, price, place, promotion and purchasing behavior |
| Subjects: | Analisis Kelayakan Bisnis Budidaya |
| Faculty: | Fakultas Pertanian > Agribisnis S1 |
| Depositing User: | Aziza Azizatul Muslimah |
| Date Deposited: | 23 Oct 2026 07:23 |
| Last Modified: | 23 Oct 2026 07:23 |
| URI: | http://repository.umindonesia.ac.id/id/eprint/11123 |
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