ANALISIS PENGARUH BAURAN PEMASARAN, PERILAKU KONSUMEN DAN KUALITAS PELAYANAN TERHADAP PERTUMBUHAN USAHA DI MASA PANDEMI COVID-19 (Studi Kasus Pada Kong Djie Coffee)

Abstract

        This study aims to determine the effect of marketing mix, consumer behavior, and service quality on business growth during the covid-19 pandemic (case study on kong djie coffee). This study uses quantitative methods and data analysis using research instrument testing, classical assumption test, multiple linear regression analysis, and hypothesis testing. The population for 3 years at Kong Djie Coffee is 2,500 consumers, while the sample for Kong Djie Coffee is rounded up to 100 consumers using the slovin formula.

          The results of this study indicate that the marketing mix has no positive and significant effect on business growth during the covid-19 pandemic with a t count < t table (1.465 < 1.66055) and a value (p-value) > a probability value of 0.05 (0.146 > 0.05). Consumer behavior has a positive and significant effect on business growth during the covid-19 pandemic with a t count > t table (2.102 > 1.66055) and a value (p-value) < 0.05 probability value (0.038 < 0.05). The quality of service has a positive and significant impact on business growth during the covid-19 pandemic with a t count > t table (10,541 > 1.66055) and a value (p-value) < 0.05 probability value (< .001 < 0.05). And there is a simultaneous influence between marketing mix, consumer behavior, and service quality on business growth during the covid-19 pandemic with the results of the calculated f value > f table (80.488 > 2.70) and the p-value <.001 < probability 0.05.