HOW DOES THE MARKETING MIX SERVICE INFLUENCE WEDRINK'S VISITOR ENGAGEMENT IN JAKARTA CITY?

• Main Author: Haddad, Thoriq
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85830
• Institution: Institut Teknologi Bandung

The increase in the food and beverage industry sector has occurred significantly in Indonesia, the rise of foreign brands establishing companies in the food and beverage sector shows how high the level of consumption of Indonesian society is. One of these brands is We Drink, whose outlets are currently widely available in the capital city of Jakarta. This research aims to find out how the influence of the marketing mix consisting of product, price, place, promotion has an impact on customer engagement. This research uses descriptive quantitative methods to determine the causal relationship between variables. The research results show that there is a partial relationship between product and price on customer engagement among We Drink Jakarta customers, while place and promotion do not have a partially significant relationship with We Drink Jakarta customer engagement. Overall there is a significant positive relationship in the marketing mix (product, price, place, promotion) on customer engagement on We Drink visitors with a large influence of 90.3%