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All Journal Journal of Business Management Education (JBME) Visionist Tourism Scientific Journal Altasia : Jurnal Pariwisata Indonesia JATI EMAS (Jurnal Aplikasi Teknik dan Pengabdian Masyarakat) Journal of Tourism Sustainability Industrial Research Workshop and National Seminar Tatar Pasundan: Jurnal Diklat Keagamaan MABUSS: Journal of Management, Business and Social Sciences
Marceilla Suryana
Politeknik Negeri Bandung
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Journal : MABUSS: Journal of Management, Business and Social Sciences

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THE ROLE OF MARKETING MIX (7 P'S) TOWARDS REPURCHASE INTENTION OF ALIBABA'S FRIED BANANA IN BANDUNG CITY Marceilla Suryana; Sarfilianty Anggiani
Journal of Management, Business and Social Sciences Vol. 1 No. 1 (2023): January
Publisher : Program Studi Magister Manajemen

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Abstract

This study aims to find out the impact of the marketing mix (7 p's) on the repurchase intension of Alibaba Bandung's Pisang Goreng. The research method used in this study is a quantitative descriptive approach. The sampling technique used is the slovin formula, that obtained by giving out the questionnaire to 98 respondents. This study used qualitative data and multiple regression analysis as the analysis methods. All variable indicators are declared valid and reliable. The result of the F-test proves that the product, price, place, promotion, people, physical evidence, and proser variable simultaneously has an impact on the repurchase intension of Alibaba Bandung's Pisang Goreng. The result of the t-test proves that product and promotion have an impact on the repurchase intension of Alibaba Bandung's Pisang Goreng.
Co-Authors Ajeung Retno Any Noor Eko Susanto Gundur Leo Ilma Amilia Febrianty Irgi Buana Putera Kurnia Fajar Maulida Hasanah Mohammad Rizal Gaffar Raihana Nusaibah Rikantini Widiyanti Risal Risal Sarfilianty Anggiani Septyandi, Chandra Budhi Sherly Raka Siwi Putri Utomo Sholihati Amalia Syifaa Novianti