MULYANTO, STEFANUS ARIEF (2024) THE INFLUENCE OF MARKETING STRATEGIES ON THE BUYING DECISION OF TEH BUNG PEKALONGAN. S1 thesis, UNIVERSITAS KATOLIK SOEGIJAPRANATA SEMARANG.

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Abstract

This qualitative study explores the impact of marketing strategies on customers' buying decisions, with a specific focus on Teh Bung. The research aims to evaluate whether the marketing strategies applied by Teh Bung influence the buying behavior of its customers. A questionnaire was distributed to 50 customers to gather data. There are two questionnaires on marketing strategies (Product, Price, Promotion, and Place) and the customer's buying decision. The findings indicate a negative correlation between marketing strategies and customers' buying decisions. It also shows a negative correlation between each item in the marketing strategies (4ps). These results suggest that the current marketing strategies may not effectively align with customer preferences or needs, highlighting the necessity for potential adjustments to enhance customer engagement

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