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Abstract

Tujuan penelitian ini adalah untuk mengetahui keterterapan bauran pemasaran 4C secara langsung
terhadap keputusan konsumen memilih kafe oudtdoor dan secara tidak langsung melalui moderasi
perilaku konsumen dalam situasi pandemi COVID-19. Studi ini dilakukan di kota Samarinda
khususnya pada beberapa lokasi kafe outdoor yang ramai dikunjungi konsumen. Responden yang
diambil sebagai sampel adalah sebanyak 100 responden dari konsumen di beberapa kafe outdoor.
Responden ditentukan dari jumlah indikator variabel yang dikalikan sepuluh dan selanjutnya
digunakan sistem probability sampling melalui Teknik cluster sampling. Interview melalui media
kueioner dilakukan terhadap 100 orang responden untuk menguji hipotesis empiris dari antara
variabel. Model konseptual penginvestigasian adalah berhubungan relevan di antara konstruk
dengan menggunakan confirmatory factor analysis (CFA) dan struktural equation modeling (SEM).
Temuan penelitian ini mendukung argumen bahwa bauran pemasaran 4C bedampak langsung
terhadap keputusan konsumen membeli dan secara tidak langsung dimodrasi oleh perilaku
konsumen. Makalah ini juga mencakup diskusi tentang implikasi teoritis dan manajerial dari temuan
penelitian.

Keywords

Bauran pemasaran 4C, perilaku konsumen, keputusan konsumen membeli

Article Details

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