Analisis Faktor-Faktor Marketing Online dan Offline yang Mempengaruhi Keputusan Konsumen Berkunjung
(Studi Pada Landscape Cafe di Pacet Mojokerto)
Keywords:
Factors Affecting Consumer Decisions Cafe, Online Marketing, Offline Marketing (7P)Abstract
Currently, there are many similar competitors in the form of cafes that dominate in the Pacet area, which are very popular with the natural tourism sector, thereby increasing public interest. This condition causes the company to have to deal with other competitors in implementing marketing strategies through social media and print media. This study aims to analyze the online and offline marketing factors that influence the consumer's decision to visit the Landscape Cafe, with a population of 120 respondents using the Accidental Sampling technique. The data analysis technique used in this study uses factor analysis methods which include problem formulation, compiling a correlation matrix with two stages, namely the Bartlett Test Of Sphericity (BTS) and Kaiser-Mayer-Olkim (KMO).
The results showed that the eigenvalues of the seven new factors were more than 1 and the cumulative percentage of the seven new factors was 72.357%, it can be concluded that the seven new factors were sufficient to represent the diversity of the previous variables. The amount of diversity that can be explained by factor 1 is 15.462%. The diversity that can be explained by factor 2 is 14.584%. The diversity that can be explained by factor 3 is 11.343%. The diversity that can be explained by factor 4 is 10.797%. The diversity that can be explained by factor 5 is 7.982%. The diversity that can be explained by factor 6 is 6.123%. The diversity that can be explained by factor 7 is 6.066%.
