Functions performed in industrial purchasing decisions with implications for marketing strategy

1974 ◽  
Vol 2 (4) ◽  
pp. 421-434 ◽  
Author(s):  
J.Patrick Kelly
Keyword(s):  
Marketing Strategy ◽  
Purchasing Decisions ◽  
Industrial Purchasing

scholarly journals The effect of emotional marketing and marketing strategy on purchase decisions through consumer satisfaction as a mediation variables in PT. Nureka Bintang Abadi

2020 ◽  
Vol 5 (3) ◽  
pp. 123-128
Author(s):  
Riko Cahyo Pribadi ◽  
Abdul Rivai ◽  
Suharto
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Causal Relationship ◽  
Consumer Satisfaction ◽  
Marketing Strategies ◽  
Analysis Approach ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Independent Variable ◽  
Relationship Of

This study aims to determine the effect of emotional marketing and marketing strategies on purchasing decisions through customer satisfaction. This study uses an explanatory analysis approach, meaning that each variable presented in the hypothesis will be observed by testing the causal relationship of the independent variable to the dependent variable. The population in this study were customers of PT. Nureka Bintang Abadi. While the sample used includes 60 company customers who make purchases. The results showed that emotional marketing had a significant effect on purchasing decisions. Marketing strategy has a significant impact on purchasing decisions. Consumer satisfaction has a significant effect on purchasing decisions. Emotional marketing has a significant effect on customer satisfaction. Marketing strategy has a significant effect on customer satisfaction. The effect of emotional marketing and marketing strategies on direct purchasing decisions is smaller than through customer satisfaction. In this case, it can be said that customer satisfaction is an intervening variable.

scholarly journals Digital Marketing dan Hedonisme Dalam Pengambilan Keputusan Pembelian

2019 ◽  
Vol 16 (4) ◽  
pp. 58
Author(s):  
I Putu Lugra Agusta Pranawa ◽  
Agus Putu Abiyasa
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Marketing Strategy ◽  
Social Factors ◽  
Reference Group ◽  
Sampling Technique ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Purchasing Decisions ◽  
Purposive Sampling

ABSTRACTThis study discusses digital marketing strategies and hedonism on purchasing decisions. The research location was conducted at the Bali Tree House. The sampling technique uses purposive sampling technique, data collection techniques used are: observation, documentation, and interviews, with the validity method of triangulation data. The results found are as follows: Rumah Pohon Bali has used a digital marketing strategy using E-commerce, blogs, and social media for digital marketing optimization. Hedonism combined with digital marketing with visual summaries can increase consumer attractiveness. This digital marketing strategy and hedosme can increase purchasing decisions through policy factors and social factors regarding the part of the reference group that is expected to be a strategy that can provide maximum sales results for Balinese tree houses.

scholarly journals ANALISIS PENGARUH SUASANA TOKO DAN CITRA TOKO DALAM UPAYA MENINGKATKAN KEPUTUSAN PEMBELIAN KONSUMEN PADA LESEHAN PONDOK MIO LAHAT

2020 ◽  
Vol 16 (2) ◽  
pp. 105-117
Author(s):  
Armalinda Armalinda ◽  
Melia Andayani
Keyword(s):  
Marketing Strategy ◽  
Secondary Data ◽  
Purchase Decision ◽  
Store Image ◽  
Purchasing Decisions

In the culinary business, the lesehan business is expected to be able to implement an appropriate marketing strategy so that they can survive and win the competition in the lesehan business. Shop atmosphere and store image factors are very important in determining consumers to make a purchase. The purpose of this article is to determine whether there is an influence between store atmosphere and store image in determining Purchasing Decisions at Lesehan Pondok Mio Lahat. Secondary data shows that from 2015 to 2019, the development of lesehan businesses in Lahat Regency has increased by up to 15.5%. The results of the analysis show that the shop atmosphere and store image have a significant effect on purchasing decisions at Lesehan Pondok Mio Lahat, which means that the purchase decision will increase if the shop atmosphere is comfortable and the store image can attract consumers.

scholarly journals Pengaruh Viral Marketing Video Promosi Instagram terhadap Keputusan Pembelian Konsumen Bakso Goreng iONG

Prologia ◽  
2019 ◽  
Vol 3 (2) ◽  
pp. 358
Author(s):  
Velia Velia ◽  
Diah Ayu Candraningrum
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Significance Test ◽  
Viral Marketing ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Current Development ◽  
Descriptive Approach ◽  
Promotional Video ◽  
Descriptive Method

Current development is driving a growth for technology and media in marketing strategy. One of the marketing strategy is viral marketing. Viral marketing could be a strategy to do a promotion for delivering information from sales to consumer by social media. This research conducts to find out about whether there is any effect of viral marketing Instagram promotion video on consumer purchase decision Bakso Goreng iONG. This study uses a descriptive approach in descriptive method, with the amount of 114 respondents who were the viewers from Instagram promotion video and have purchased Bakso Goreng iONG product. The result of this research mentioned, by significance test partial effect, shows that viral marketing individually has an effect on purchasing decisions. One of the supporting component to running viral marketing is buzz, which is the content, ideas and topics from the promotional video submitted. With an interesting and clear topic about information from Bakso Goreng iONG, made the consumer has an interest to buy Bakso Goreng iONG product. Perubahan zaman mendorong adanya perkembangan teknologi dan media dalam melakukan strategi pemasaran. Salah satunya adalah viral marketing, yang dapat dilakukan sebagai strategi untuk menerapkan promosi guna menyampaikan informasi dari pemasar pada konsumen lewat media sosial. Penelitian ini berfungsi untuk mengetahui adakah pengaruh viral marketing video promosi Instagram, terhadap keputusan pembelian konsumen pada produk Bakso Goreng iONG. Metode deskriptif merupakan pendekatan yang digunakan dalam penelitian ini, dengan total jumlah 114 responden yang merupakan penonton dari video promosi Instagram, dan telah membeli produk Bakso Goreng iONG. Hasil penelitian menyebutkan, lewat uji signifikasi pengaruh parsial, menunjukkan hasil bahwa viral marketing secara individual memiliki pengaruh terhadap keputusan pembelian. Salah satu komponen dalam mendukung berjalannya viral marketing adalah buzz/content, yang merupakan isi, ide dan topik dari video promosi yang disampaikan. Dengan topik yang menarik dan jelas mengenai informasi dari produk yang dipasarkan oleh Bakso Goreng iONG, membuat konsumen tertarik untuk membeli produk Bakso Goreng iONG.

scholarly journals Pengaruh Bauran Pemasaran Terhadap Citra dan Keputusan Menginap Wisatawan di Hotel Bagus Jati, Ubud

2020 ◽  
pp. 496
Author(s):  
Tjok Istri Indriyanti Pemayun ◽  
I Gst Ayu Oka Suryawardani ◽  
Agung Suryawan Wiranatha
Keyword(s):  
Statistical Analysis ◽  
Marketing Strategy ◽  
Quantitative Methods ◽  
Qualitative Data ◽  
Consumer Behaviour ◽  
Marketing Mix ◽  
Purchasing Decisions ◽  
Validity And Reliability ◽  
Literature Reviews ◽  
Decisions To Stay

Bagus Jati Hotel is one of the accommodations in Bali which is favoured by tourists, located in Ubud, Gianyar Regency. The imagery of Bagus Jati Hotel is the consideration for tourists to decide whether they want to stay or not. The imagery can be measured through the perceptions of tourists by assessing the marketing strategy which has been applied. The aim of the studys is to identify the indicators which form the Marketings Mix variables that influence the imagery and decision of tourists staying in Bagus Jati Hotel. The study uses quantitative methods which are supported by qualitative data. The study was conducted at Bagus Jati Hotel with correspondents of 100 tourists who were being staying there. The questionnaire questioned 19 indicators and literature reviews to support the results of statistical analysis. The validity and reliability tests of the data produced 17 valid and reliable indicators. Afterward the analysis of the Structurals Equations Model was conducted by using the Smarts_PLS Version 3.0 program. The results of the analysis resulted that: 1) A simultaneously Marketing Mix has a significant effect on imagery, 2) Marketing Mixed has a significant effect on tourist decisions to stay overnight, 3) Imagery has a significant effect on purchasing decisions. Keywords: Marketing Mix, Imagery, Purchasing Decision, Consumer Behaviour

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