Perilaku Konsumen Asuransi terhadap Keputusan Pembelian

2022 ◽  
Vol 21 (1) ◽  
pp. 34-42
Author(s):  
Ayu Lestari ◽  
Nuri Aslami
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Product Distribution ◽  
Marketing Mix ◽  
Consumer Perceptions ◽  
Target Market ◽  
Pricing Strategies ◽  
Purchasing Decisions ◽  
Product Price ◽  
Decision Making Processes

The purpose of this article is to determine the behavior of insurance consumers towards purchasing decisions on insurance products. Both in terms of types of consumer behavior, decision-making processes, the benefits of studying consumer behavior, consumer perceptions .What products are currently needed by prospective customers. In Insurance, it is very important to know about the marketing mix, which refers to a unique blend of product, distribution, promotion and pricing strategies designed to generate mutually beneficial exchanges.Satisfied with the target market. The marketing mix consists of 4Ps, namely, product, price, place.  Keywords: Consumer behavior, purchasing decisions, insurance

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 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 MODIFIKASI MODEL BAURAN PEMASARAN PLUS TERHADAP VARIABEL PEMBENTUK YANG POSITIF DAN SIGNIFIKAN

2012 ◽  
Vol 12 (1) ◽  
pp. 20
Author(s):  
MINTO WALUYO
Keyword(s):  
Consumer Behavior ◽  
Consumer Satisfaction ◽  
Product Distribution ◽  
Marketing Mix ◽  
Purchase Decision ◽  
Direct Impact ◽  
Product Price ◽  
Corporate Policies ◽  
Proposed Model ◽  
The Impact

PT. X Surabaya is a bookstore outlet that sell the book as its main business, for that company needs to make improvements and development to face the competition, to increase customer satisfaction and ultimately become loyal consumers. Variable proposed model starts from the marketing mix which is formed from the variables (product, price, youth get the product, distribution, promotion, location, diversity of products sold and services), corporate policies, consumer behavior, purchase decision, thus increasing the impact of consumer satisfaction loyal to the PT. X. The results show that modification of Marketing Mix Plus had a direct impact, positive and significant impact on its constituent variables namely Products of 0.482, Marketing Mix Plus had a direct impact, positive and significant impact on the price of its constituent variables of 0.343, Marketing Mix had Plus a direct impact, positive and significant impact on the distribution of its constituent variables 0.48, Marketing Mix Plus had a direct impact, positive and significant impact on its constituent variables namely Promotion of 0.641, Marketing Mix Plus had a direct impact, positive and significant impact on the location of its constituent variables of 0.443.

scholarly journals Analysis of Marketing Mix and Purchasing Decisions (a Study of Kene Kopi Products)

2021 ◽  
Author(s):  
Antoni Gunawan ◽  
Tina Melinda
Keyword(s):  
Decision Making ◽  
Data Analysis ◽  
Linear Regression ◽  
Multiple Linear Regression ◽  
Rapid Growth ◽  
Marketing Mix ◽  
Purchasing Decisions ◽  
Product Price ◽  
Place Promotion ◽  
Coffee Shops

The rapid growth of coffee shops in recent years has made competition fiercer. Consumer behavior in decision-making is influenced by several factors including product, price, location, and promotion. Kene Kopi is one of the famous coffee shops in Gresik. This study aimed to investigate what caused the increase and decrease (instability) of Kene Kopi sales turnover in January to October 2019 among the proliferation of coffee shops in Gresik. This study analyzed the effect of the marketing mix (product, price, place, and promotion) on decisions to purchase Kene Kopi products in Gresik. This research used a quantitative approach with a questionnaire as the method of collecting data. There was a sample of 97 respondents. Data analysis was through multiple linear regression, using SPSS. Product, price, location and promotion significantly positively affected decisions to purchase Kene Kopi products. Therefore, the manager of Kene Kopi should develop and maintain existing products and offer prices and values in accordance with the quality provided so that Kene Kopi can compete with other shops. Keywords: product, price, place, promotion, purchasing decision

scholarly journals The factors influencing of Consumer behavior at Thasadet Market in Nong Khai Province, Thailand

2018 ◽  
Vol 2 (3) ◽  
pp. 16-21
Author(s):  
Keyword(s):  
Decision Making ◽  
Standard Deviation ◽  
Consumer Behavior ◽  
Marketing Mix ◽  
Bachelor's Degree ◽  
Statistical Analyses ◽  
Purchase Decision ◽  
Product Price ◽  
Percentage Frequency ◽  
Factors Influencing

The purposes of this research were (1) to study the factors of consumer behavior at Thasadet market in Nongkhai province, Thailand (2) to examine factors influencing consumers’ purchase decision making. The data from 385 questionnaires were analyzed and processed by computer. Statistical analyses include percentage, frequency, and standard deviation. The results of the study a as follows: The majority of consumers were female, 21-30 years old, bachelor’s degree holders, married, working in company with 15,001-20,000 Baht income. The majority of consumer purchase was souvenirs, the reasons of buying were gifts or present, purchase 2-3 times, buying day on Saturday and Sunday with the average expenses 501-1,000 Baht. In terms of consumers’ opinion toward the impacts of marketing mix factors, it is found that product, price, place highly while promotion moderately impact on consumers’ decision making.

scholarly journals PENGARUH MARKETING MIX (7P) DAN PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK HEALTHY FOOD BAR DI MALANG

2021 ◽  
Vol 15 (1) ◽  
pp. 10-19
Author(s):  
Etty Caroline ◽  
Imam Santoso ◽  
Panji Deoranto
Keyword(s):  
Consumer Behavior ◽  
Environmental Factors ◽  
Physical Environment ◽  
Distribution Channels ◽  
Marketing Mix ◽  
Healthy Food ◽  
Purchasing Decisions ◽  
Product Price ◽  
Purchasing Decision ◽  
Price Distribution

Abstrak: Peningkatan aktivitas dan pendapatan penduduk, mendorong diperlukannya makanan yang praktis, mudah, cepat cara penyajiannya serta bergizi. Healthy Food Bar (HFB) merupakan produk yang mempertimbangkan nilai gizi yang tinggi dan praktis. Tujuan penelitian ini untuk mengetahui pengaruh secara simultan dan parsial variabel dalam marketing mix (atribut produk, harga, saluran distribusi, promosi, orang, proses, lingkungan fisik) serta dalam perilaku konsumen (faktor  lingkungan, individu, psikologis) terhadap keputusan pembelian HFB. Hasil penelitian dari 100 responden menunjukan variabel marketing mix (produk, harga, saluran distribusi, promosi, orang, proses, lingkungan fisik) dan perilaku konsumen (faktor lingkungan, individu, psikologis) secara simultan berpengaruh signifikan terhadap keputusan pembelian produk HFB. Secara parsial variabel marketing mix (produk, harga, saluran distribusi, promosi, orang, proses) dan variabel perilaku konsumen (faktor lingkungan, individu, psikologis) berpengaruh signifikan sedangkan variabel lingkungn fisik berpengaruh tidak signifikan terhadap keputusan pembelian produk HFB.   Kata kunci : Healthy Food Bar, Marketing Mix, Perilaku Konsumen, Keputusan Pembelian, Regresi Linier Berganda Abstract: The improvement of activity and income the citizen need the practical, easy, fast, and nutritious foods. Healthy Food Bar ( HFB ) is a product that is considered a high nutritional value and practical. The purpose of this study was to determine the effect of variables simultaneously and partially in the marketing mix ( product attributes , pricing, distribution channels , promotion , people , process , physical environment ) as well as in consumer behavior ( environmental factors , individual , psychological ) to the purchasing decision HFB . The results of the study of 100 respondents showed variable marketing mix ( product , price , distribution channels , promotion , people , process , physical environment ) and consumer behavior ( environmental factors , individual , psychological ) simultaneously significant effect on product purchasing decisions HFB . In partial marketing mix ( product , price , distribution channels , promotion , people , process ) and consumer behavior variables ( environmental factors , individual , psychological ) significantly while the variable physical lingkungn insignificant effect on product purchasing decisions HFB . Keywords: Healthy Food Bar, Marketing Mix, Consumer Behaviour, Purchasing Decision, Multiple Linear Regression

PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN BUAH MELON PT. SYAFINA NIAGA

2018 ◽  
Vol 6 (2) ◽  
Author(s):  
Iwan Kurniawan Subagja, SE., MM. ◽  
Slamet Istoto
Keyword(s):  
Decision Making ◽  
Product Quality ◽  
Sampling Methods ◽  
Marketing Mix ◽  
Sampling Techniques ◽  
Purchasing Decisions ◽  
Individual Activity ◽  
A Company ◽  
Melon Fruit

Decision making is an individual activity that is directly involved in obtaining and using the goods offered. Promotion is one of the variables in a marketing mix that is very important to be implemented by a company in marketing its products or services, thus influencing consumers to make purchasing decisions. The quality of the product can also affect consumers in making purchasing decisions. This study aims to analyze the effect of product quality and promotion on purchasing decision of Melon fruit. Population and sample of research is purchasing or buyer from consumer of PT. Syafina Niaga as many as 30 companies and sampling methods using saturated sampling techniques as well as analysis used with regression analysis. The results showed that there is a significant influence between product quality and promotion of purchasing decisions.

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 PROSES PENGAMBILAN KEPUTUSAN PEMBELIAN SAYURAN HIDROPONIK DI KOTA BANDAR LAMPUNG

2019 ◽  
Vol 2 (1) ◽  
Author(s):  
Sutarni Sutarni ◽  
Luluk Irawati ◽  
Bina Unteawati ◽  
Clara Yolandika
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Information Search ◽  
Qualitative Method ◽  
Decision Making Process ◽  
Purchasing Decisions ◽  
Alternative Evaluation ◽  
Purchasing Decision ◽  
Post Purchase ◽  
Method Approach

The purpose of this study is to describe the decision making process of purchasing hydroponic vegetables. This research conducted in Bandar Lampung City. The study was conducted on 42 consumers of hydroponic vegetables and 42 non-hydroponic consumers. This research requires a qualitative method approach. Analysis of the stages of consumer purchasing decision-making process used to determine consumer behavior in making purchases of hydroponic and non hydroponic vegetables. Stages in the process of making consumer purchasing decisions in choosing commodities include the introduction of needs, information search, alternative evaluation, purchasing decisions, and post-purchase evaluation.Keywords: Decission Making, Hydroponic, Vegetable

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.

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