scholarly journals Analisis Hubungan Bauran Pemasaran terhadap Keputusan Pembelian Smartphone Blackberry dan Samsung Android

2016 ◽  
Vol 13 (2) ◽  
pp. 687
Author(s):  
Alizar Hasan ◽  
Yumi Meuthia ◽  
Berry Yuliandra ◽  
Indah Desfita
Keyword(s):  
Operating System ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Purchasing Decisions ◽  
Product Price ◽  
Correlation Test ◽  
Technological Developments ◽  
Telephone Industry ◽  
Android Operating System

Technological developments lead to the entire company continues to enhance innovation in creating products derived from it, including the telephone industry.In a few years, the telephone industry introduced a variety of smartphone, including smartphones based on operating system RIM (Research in Motion) which produces branded Blackberry and smartphone based Android operating system with one of the companies that have joined with the operating system is Samsung Android. The research was conducted by measuring the consumer based marketing mix and should be able to explain what factors areas sociated with the sale of the two smartphones. Marketing mixis a set ofmarketing toolsused by companies to continuously achieve their marketing goals. The marketing tools are classified into four groups namely known 4Ps: product, price, place, and promotion. This research was conducted by distributing questionnaires to the respondents as many as 160 pieces and 160 pieces of Blackberry smartphones to the Samsung Android smartphone respondents. Tests performed with Kendall Tau correlation test using SPSS 15 software. The results showed that the variables of product, price and promotion has a significant correlation to the consumer buying decision on Blackberry smartphones. However, variable rates become very dominant variables related to consumer purchasing decisions for Blackberry smartphones. Meanwhile the Kendall Tau correlation test on the Samsung Android smartphones, only products have a price and a significant correlation on consumer purchasing decisions against Samsung's Android smartphones, and variable products become a dominant variables related to consumer purchasing decisions. Thus it can be done by both companies marketing strategies in order to achieve sales targets and products in accordance with marketing objectives.Keywords: Phones, smartphones, Blackberry, Samsung Android, marketing mix, purchasing decisionsAbstrakPerkembangan teknologi menyebabkan seluruh perusahaan terus meningkatkan inovasiinovasi dalam menciptakan produk yang dihasilkannya, termasuk pada industri telepon. Pada beberapa tahun belakangan ini industri telepon memperkenalkan teleponsmartphone yang beragam, diantaranya smartphone yang berbasis sistem operasi RIM (Research in Motion) yang memproduksi telepon bermerek Blackberry dan smartphone yang berbasis sistem operasi Android dengan salah satu perusahaan yang telah bergabung dengan sistem operasi tersebut adalah Samsung Android. Penelitian ini dilakukan dengan melakukan pengukuran kepada konsumen berdasarkan bauran pemasaran dan diharapkan mampu menjelaskan faktor-faktor apa saja yang berhubungan dengan penjualan di antara kedua smartphone ini. Bauran pemasaran (marketing mix) adalah seperangkat alat pemasaran yang digunakan perusahaan secara terus menerus untuk mencapai tujuan pemasarannya. Alat pemasaran tersebut di klasifikasikan menjadi empat kelompok yang dikenal 4P yaitu: produk, harga, tempat, dan promosi. Penelitian dilakukan dengan menyebarkan kuesioner sebanyak 160 buah kepada responden smartphone Blackberry dan 160 buah kepada responden smartphone Samsung Android. Pengujian dilakukan dengan uji korelasi Kendall Tau menggunakan software SPSS 15. Hasil penelitian menunjukkan bahwa variabel produk, harga dan promosi mempunyai korelasi yang signifikan terhadap keputusan pembelian konsumen terhadap smartphone Blackberry. Namun variabel harga menjadi variabel yang sangat dominan berhubungan dengan keputusan pembelian konsumen terhadap smartphone Blackberry. Sementara itu pada pengujian uji korelasi Kendall Tau pada smartphone Samsung Android, hanya variabel produk dan harga yang mempunyai korelasi yang signifikan terhadap keputusan pembelian konsumen terhadap smartphone Samsung Android, dan variabel produk menjadi variabel yang sangat dominan berhubungan dengan keputusan pembelian konsumen. Dengan demikian dapat dilakukan strategi pemasaran oleh kedua perusahaan agar target penjualan produk tercapai dan sesuai dengan tujuan pemasaran.Kata kunci: Telepon, smartphone, Blackberry, Samsung Android, bauran pemasaran, keputusan pembelian

The Influence of Marketing Mix Variables on Purchasing Decisions and Its Impact on Post-Purchase Customer Satisfaction of Royal Garden Residence Bali Housing (Study at PT Properti Bali Benoa)

2021 ◽  
Vol 4 (1) ◽  
pp. 157-172
Author(s):  
Edi Sugiono ◽  
Andini Nurwulandari ◽  
Christiani Junita
Keyword(s):  
Customer Satisfaction ◽  
Marketing Mix ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Online Questionnaire ◽  
Product Price ◽  
Average Value ◽  
Decision Variables ◽  
Post Purchase ◽  
The City

A B S T R A C TThe research objective is to determine the effect of: marketing mix variables(product, price, location and promotion) on purchasing decision variables,marketing mix variables on customer satisfaction variables, purchasing decisionvariables on customer satisfaction variables at Royal Garden Residence Balihousing with purchase decisions as a mediating variable. . This research wasconducted in the city of Bali, with the object of research being the residentialconsumers of Royal Garden Residence Bali as the population in this study, with asample size of 150 respondents and using random sampling techniques. The datacollection method is in the form of an online questionnaire via google form andwhatsaap due to the situation in Indonesia which is currently being hit by theCovid-19 pandemic. The results of this study indicate that respondents have a goodperception of the variable marketing mix, purchase decisions and post-purchasesatisfaction Royal Garden Residence Bali. This is because the average value for allresearch variables is greater than 4 on the Likert scale. The results showed that themarketing mix variable both simultaneously and partially had a positive andsignificant effect on housing purchase decisions and the marketing mix variablehad a positive and significant effect both simultaneously and partially on consumersatisfaction after purchasing Royal Garden Residence Bali housing, and purchasingdecisions had a positive and significant effect. significant on consumer satisfactionafter purchasing the Royal Garden Residence Bali housing. Then the research alsoproves that there is an indirect influence of the marketing mix variable on consumersatisfaction after purchasing the Royal Garden Residence Bali housing through thepurchase decision. Promotion is the most dominant variable in increasingconsumer purchasing decisions for Royal Garden Residence Bali housing.

scholarly journals Analisis Game Theory pada Strategi Bersaing Alfamart dan Indomaret di Kebumen

2021 ◽  
Vol 3 (2) ◽  
pp. 251-259
Author(s):  
An Nisa Nur Laila ◽  
Kabul Trifiyanto
Keyword(s):  
Game Theory ◽  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Sales Volume ◽  
Validity And Reliability ◽  
Product Price ◽  
Physical Evidence ◽  
Promotion Strategies ◽  
Product Strategies

Alfamart and Indomaret are the market rulers in Indonesia. According to research firm Nielsen, Alfamart and Indomaret take 87% market share (Gumiwang, 2019). Both retailers compete in opening their outlets which can influence marketing strategies and increase sales volume. This study aims to determine the optimal marketing strategy through game theory that is oriented towards the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to be improved and maintained so that customers are more satisfied. Using the SPSS 24 Version tool to calculate the level of validity and reliability of each attribute given and also to determine a Cartesian chart to determine Importance Performance Analysis and use the POM-QM 4 software to determine what strategy is superior to Alfamart and Indomaret. The elements of the marketing mix used are Product , price, Promotion, Place, People, physical evidence and process. The purpose of this research is to get an optimal marketing strategy through game theory that is oriented to the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to improve so that customers are more satisfied. The results showed that Alfamart was superior in implementing promotion strategies and Indomaret was superior in implementing product strategies.

scholarly journals THE EFFECT ANALYSIS OF MARKETING MIX ON PURCHASE DECISIONS AND CUSTOMER LOYALTY USING STRUCTURAL EQUATION MODELING METHOD

Tibuana ◽  
2020 ◽  
Vol 3 (02) ◽  
pp. 23-28
Author(s):  
Suparto Suparto
Keyword(s):  
Customer Loyalty ◽  
Structural Equation ◽  
Business Owners ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Equation Modeling ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Effect Analysis ◽  
The Right

Distros have been known by the general publicespecially millennial who are fond of the brandor brand image of a product. The number ofvery tight competition makes Lollypop ShopSurabaya as one of the distributions that are inneed of designing the right marketing strategy.The purpose of this study was to determine theeffect of 4P marketing mix variables consistingof products, price, place and promotion ofpurchasing decisions and customer loyalty asa consideration of business owners indetermining marketing strategies. Dataanalysis was performed using the StructuralEquation Modeling (SEM) method whichinvolved 120 respondents obtained from thepurposive sampling method. The results of theanalysis show that product and promotionvariables have a positive and significant effecton purchasing decisions. Price and placevariables have a positive but not significanteffect on product purchasing decisions.Product variable is the variable that mostinfluences the purchasing decision of LollypopShop Surabaya products with product variantsas the indicators most desired by consumers.

scholarly journals Faktor Bauran Pemasaran Yang Mempengaruhi Konsumen Terhadap Keputusan Pembelian Produk Pada Konsumen Starbucks Coffee

2019 ◽  
Vol 3 (1) ◽  
pp. 157-164
Author(s):  
Arief Satriansyah
Keyword(s):  
Decision Making ◽  
Sampling Technique ◽  
Marketing Mix ◽  
Survey Method ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Product Price ◽  
Purchasing Decision ◽  
Joint Contribution ◽  
Method Of Correlation

 Abstract - This research was conducted to find out how much influence of the product, price, place and promotion on Starbucks Coffee Bogor city consumers' decision making. The research used the survey method with a sample of 100 people. The sampling technique is non-probability sampling: judgment sampling. The analytical method used is the method of correlation analysis and multiple regression. The results of the study show that both partially and jointly the factors of product, price, place, and promotion have a significant influence on product purchase decision making. The higher the level of influence of the product, price, place and promotion, the stronger the influence of product purchasing decisions. Based on the results of the analysis of the factors that influence the purchasing decision shows the adjusted R2 value of 0.663, this means that all variables derived from the marketing mix have a joint contribution of 66.3% to the dependent variable (Y), namely the purchasing decision. The remaining 33.7% is influenced by other factors.                                                             Keywords: marketing mix, decision making, Starbuck Coffee

scholarly journals Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian (Studi Pada Ina Cookies Bandung)

2016 ◽  
Vol 9 (1) ◽  
Author(s):  
Fiera Aryati Natakusumah ◽  
Ai Lili Yuliati
Keyword(s):  
Descriptive Analysis ◽  
Secondary Data ◽  
Marketing Mix ◽  
Purchase Decisions ◽  
Data Sampling ◽  
Purchasing Decisions ◽  
Product Price ◽  
Consumer Complaints ◽  
Descriptive Research ◽  
Source Data

This research is motivated by the problems related to the marketing mix Ina Cookies. Those problems based on the results of the initial interview is indicative of consumer complaints related to marketing mix consisting of product, price, place and promotion. This study aims to determine the effect of marketing mix consisting of product, price, place and promotion on purchase decisions.The method used is quantitative method with descriptive research and causal. Source data using primary and secondary data, sampling techniques using Non Probability sampling with incidental sampling with the number of respondents as many as 400 people. Data were analyzed using descriptive analysis and multiple linear regression analysis.The results showed that the mix of marketing and consumer purchase decisions on Ina Cookies included in either category. The marketing mix consists of product, price, place and promotion simultaneously or partially positive and significant impact on purchasing decisions.

Pengaruh Marketing Mix Terhadap Keputusan Pembelian Pada Food Center (UKM Binaan Pjt I) Di Kawasan Wisata Waduk Selorejo Malang

2016 ◽  
Vol 1 (02) ◽  
pp. 46-51
Author(s):  
Jovita Vicka Bayu Wardhani ◽  
Dewi Ratih
Keyword(s):  
Physical Environment ◽  
Quantitative Research ◽  
Negative Influence ◽  
Positive Influence ◽  
Marketing Mix ◽  
Price Promotion ◽  
Purchasing Decisions ◽  
Product Price ◽  
Business World ◽  
Food Center

The tight competition in the business world requires an organization to create a marketing mix strategy to market the products sold and increase sales turnover. This research analyzes the influence of marketing mix which includes product, price, place, promotion, people, physical evidence and process to purchase decision. This research is a quantitative research. Case study was conducted at  the  food  center  in  the  tourist  area  of  Selorejo  Dam  Reservoir. Data  obtained  from  80  respondents   through  direct  observation (observation) and questionnaires on people who have / have visited Selorejo  Reservoir and made  purchases  of  products  in  the  food center  Selorejo  Reservoir  Malang.  Method  of  data  analysis  using quantitative analysis that is doubled linear regression. The analysis performed shows the following  results:  1)  Product, price, promotion,  place, person,  physical  environment and process simultaneously  / together positively influence purchasing decision, 2) Product,  promotion,  place,  person  and process  partially  have  A positive influence on purchasing decisions. While price and physical environment  have a negative influence on purchasing decisions, 3) Of the five marketing  mix variables  that  have  a  positive  effect on variable in influencing purchasing decisions. 4)  Product, price, promotion, place, person, physical environment and process have contribution of 78.5% in explaining buying decision at food center of  Selorejo Reservoir. While other factors have a contribution of 21.5% explained by other variables.   

scholarly journals PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI PADA PENGGUNA OJEK ONLINE GRABBIKE DI KOTA KUPANG)

2020 ◽  
Vol 11 (1) ◽  
pp. 1-18
Author(s):  
Debi Anastasia Manggoa ◽  
Markus Bunga ◽  
Ronald P C Fanggidae
Keyword(s):  
Data Collection ◽  
Significant Influence ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Marketing Mix ◽  
Purchasing Decisions ◽  
Product Price ◽  
Physical Evidence ◽  
Simultaneous Test ◽  
Place Promotion

This study aims to analyze the influence of the Marketing Mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) on the Consumer Purchasing Decisions. The method used in this study is a quantitative method that is done through the stages of data collection, interpretation of data and appearance of results. Data collection techniques in this study are to use questionnaires. The population in this study was all people domiciled in Kupang City who had used online taxi bike of GrabBike. The technique sampling in this study using Non Probability Sampling with the method of Accidental Sampling, the sample used was 100 respondents .This research uses multiple linear regression analysis. The results show that the Product has a significant influence on the Consumer Purchasing Decisions, the Price has a significant influence on the Consumer Purchasing Decisions, the Place has no influence on the Consumer Purchasing Decisions, the Promotion has no influence on the Consumer Purchasing Decisions, the People has  no influence on the Consumer Purchasing Decisions, the Process has a significant influence on the Consumer Purchasing Decisions, and the Physical Evidence has a significant influence on the Consumer Purchasing Decisions. The simultaneous test results in this study revealed that all Marketing Mix variables affect the Consumer Purchasing Decisions. Keywords : Marketing Mix (Product, Price, Place, Promotion, People, Process,  Physical Evidence) and Consumer Purchasing Decisions

scholarly journals Designing A 3-Dimensional Campus Brochure Application Based On Augmented Reality

2021 ◽  
Vol 9 (2) ◽  
pp. 57
Author(s):  
Abd. Rachman Dayat ◽  
Liza Angriani
Keyword(s):  
Operating System ◽  
Augmented Reality ◽  
Three Dimensional ◽  
Three Dimensional Model ◽  
3 Dimensional ◽  
Technological Developments ◽  
New Students ◽  
Augmented Reality Technology ◽  
Android Operating System ◽  
Campus Building

STMIK Umel Mandiri as one of the universities in Jayapura is still less well known, apart from being relatively new in its age and the location of the campus building which is blocked by buildings. So that people sometimes do not know the exact location of the campus. To promote the campus, one of the advertising media used is brochures. Along with current technological developments, augmented reality technology has emerged which is able to combine 2 (two) realities, namely the real and virtual world. When used in brochures, it can provide a feel and experience for readers. So that promoting goods or services can be done more interactively, as well as providing more information to consumers about the product. This augmented reality technology is then used as a solution to the problems faced by STMIK Umel Mandiri in promoting its educational institutions. The purpose of this research is to produce an android application that can display a 3 (three) dimensional brochure model by utilizing augmented reality technology so that it can help the public to get to know the campus to be chosen well. The research method has several stages, namely collecting data about the needs of prospective new students regarding information about the STMIK Umel Mandiri campus, then making a 3 (three) dimensional model of the STMIK Umel Mandiri Campus Building. Then next, do the design of compatible augmented reality on smartphone devices using the Android operating system, and produce 3 (three) dimensional augmented reality objects. This research produces an application based on augmented reality technology that is used to help promote the STMIK Umel Mandiri Campus through devices with the android operating system.

scholarly journals Efektivitas Bauran Pemasaran Dalam Mempengaruhi Pengambilan Keputusan Konsumen Pengguna Jasa Pembiayaan

2016 ◽  
Vol 8 (2) ◽  
pp. 90-100
Author(s):  
Rizki Aprilia Dwi Susanti
Keyword(s):  
Consumer Behavior ◽  
Positive Impact ◽  
Marketing Mix ◽  
Study Data ◽  
Purchasing Decisions ◽  
Product Price ◽  
Physical Evidence ◽  
Product Location ◽  
Positive Effect ◽  
Influence Behavior

The purpose of this study was to determine: the condition of the marketing mix and the behavior of consumers in making purchasing decisions, the influence of marketing mix (X) either partially or simultaneously to the behavior of consumers in making purchasing decisions (Y), and to know the marketing mix elements that most influence behavior consumers in making purchasing decisions. The independent variables in this study is product (X1), price (X2), place (X3), promotion (X4), people (X5), process (X6) and phyisical evidence (X7) and the dependent variable is the behaviour of consumers in making purchasing decision (Y). This study is classified into a descriptive correlational study. Data collection techniques in this study using questionnaires, interviews, literature review and documentation. The results of this research are: (1) There is no significant positive impact product, location and promotion on consumer behavior in the decision to use the financing services of Summit Oto Finance Branch Pamekasan.(2) There is a significant positive effect the price, people, process and physical evidence on consumer behavior in the decision to use the financing services of Summit Oto Finance Branch Pamekasan. (3) Together product, price, location, promotion, people, process and physical evidence influence consumer behavior in the decision to use the financing services of Summit Oto Finance Branch Pamekasan amounted to 65.1%, while the remaining 34.9% is influenced by other factors outside 7 these factors.

scholarly journals Pengaruh Bauran Pemasaran 4P terhadap Keputusan Pembelian Pupuk Eceran di Toko Tani Makmur Pagar Alam Sumatera Selatan

2020 ◽  
Vol 1 (2) ◽  
pp. 32-45
Author(s):  
Ginta Ryan Saputra ◽  
Roswaty Roswaty
Keyword(s):  
Strong Influence ◽  
Sampling Technique ◽  
Total Sample ◽  
Marketing Mix ◽  
Coefficient Of Determination ◽  
Purchasing Decisions ◽  
Product Price ◽  
Independent Variables ◽  
Test Product ◽  
Dominant Influence

Penelitian ini bertujuan untuk mengetahui besarnya pengaruh bauran pemasaran 4P terhadap keputusan pembelian pupuk eceran di toko Tani Makmur kota Pagar Alam Sumatera Selatan. Penelitian ini merupakan penelitian asosiatif kuantitatif, dengan jumlah sampel sebanyak 93 responden. Teknik pengambilan sampel yang digunakan adalah purposive nonprobability sampling. Variabel bebas pada penelitian ini adalah produk, harga, tempat, dan promosi, dengan keputusan pembelian sebagai variabel terikat. Hasil penelitian ini menunjukkan, berdasarkan uji F, variabel produk, harga, tempat, dan promosi berpengaruh signifikan secara simultan terhadap keputusan pembelian. Sedangkan berdasarkan uji t, hanya variabel harga yang disimpulkan berpengaruh positif namun tidak signifikan, sedangkan variabel produk, tempat, dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil interpretasi nilai koefisien korelasi (R Square 0,731) menunjukkan variabel produk, harga, tempat, dan promosi memiliki pengaruh yang kuat terhadap keputusan pembelian. Dan nilai koefisien determinasi (Adjusted R Square) menunjukan bahwa pengaruh produk, harga. Tempat, dan promosi terhadap keputusan pembelian adalah sebesar 53,4%, sedangkan sisanya 46,6% dipengaruhi oleh faktor lain. Variabel produk adalah variabel yang berpengaruh paling dominan berdasarkan dari nilai t hitung yang paling tinggi yaitu 7,913. This study aims to determine the magnitude of the influence of the 4P marketing mix on the decision to purchase retail fertilizer at the Tani Makmur shop, Pagar Alam city, South Sumatra. This research is a quantitative associative study, with a total sample of 93 respondents. The sampling technique used was purposive nonprobability sampling. The independent variables in this study are product, price, place, and promotion, with purchasing decisions as the dependent variable. The results of this study indicate, based on the F test, product variables, price, place, and promotion have a significant effect simultaneously on purchasing decisions. Meanwhile, based on the t test, only the price variable is concluded to have a positive but insignificant effect, while the product, place, and promotion variables have a positive and significant effect on purchasing decisions. The results of the interpretation of the value of the correlation coefficient (R Square 0.731) show that product, price, place, and promotion variables have a strong influence on purchasing decisions. And the coefficient of determination (Adjusted R Square) shows that the effect of product, price. Place and promotion on purchasing decisions amounted to 53.4%, while the remaining 46.6% was influenced by other factors. The product variable is the variable that has the most dominant influence based on the highest t value, namely 7.913.

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