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

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

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 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.

PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN BELI MINUMAN BERKARBONASI BIG COLA

2013 ◽  
Vol 8 (1) ◽  
pp. 61
Author(s):  
Singgih Santoso ◽  
Hardo Caesar Mual
Keyword(s):  
Factor Analysis ◽  
Regression Analysis ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Marketing Mix ◽  
Purchasing Decisions ◽  
Product Price ◽  
Price Distribution ◽  
Five Factors ◽  
Variable Influence

The purposes of this study is to test the effect of marketing mix variables (product, price, distribution, and promotion) to Big Cola purchase decision as the dependent variable. Using survey as a data collection method, a questionnaire was distributed to 125 respondents using purposive random sampling method. Data analysis tools are factor analysis and multiple regression analysis. From factor analysis, there is found five factors that influence Big Cola purchasing decisions, while from multiple linear regression analysis obtained result that from four marketing mix variables only distribution variable influence Big Cola purchasing decision. Keywords: marketing mix, factor analysis

scholarly journals Peranan Persepsi Bauran Pemasaran terhadap Keputusan Pembelian dan Loyalitas Produk Hatten Wines

2017 ◽  
pp. 346
Author(s):  
IDA AYU PUTU CITRA DEWI ◽  
I GUSTI AYU OKA SURYAWARDANI ◽  
PUTU UDAYANI WIJAYANTI
Keyword(s):  
Alcoholic Beverage ◽  
Product Variety ◽  
Marketing Mix ◽  
Purchasing Decisions ◽  
Product Price ◽  
Purchasing Decision ◽  
Product Availability ◽  
Ease Of Access ◽  
Product Sales

The Role of Marketing Mix Perception on the Purchasing Decision and the Product Loyalty to the Hatten Wines Hatten Wines is a local wine-based local alcoholic beverage product that is sought after by tourists visiting Bali. The decline in product sales turnover of Hatten Wines since 2008 lies behind this study. The purpose of the study was to identify the variables that determine the marketing mix decisions on the product purchases and loyalty toHatten Wines and their constituent indicators and determine the role of the marketing mix perceptions on the purchasing decisions and loyalty to the products of Hatten Wines. The study was conducted in Sanur, Kuta and Nusa Dua by distributing questionnaires to 100 foreign tourists. The data were analyzed based on the factor analysis with SPSS 19 program. The findings showed that the marketing mix variables that determine the purchasing decision and the loyalty to the products of Hatten Wines consist of four variables: product, price, promotion, place and distribution. The product variables are formed from five indicators: brand, flavor, packaging, aroma, and product variety. Price variables are formed from three indicators, namely affordability, price conformity with benefits, and price competitiveness. Promotional variables formed from four indicators of promotional services, promotional media, promotional quality, and promotional quantity. Place and distribution variables are made up of three indicators: place of sale, product availability, and ease of access. The role of the marketing mix perceptions on the purchasing decisions and the product loyalty to Hatten Wines can be explained by the variance value of 60,946%, the remaining 39,054% is influenced by other variables that are not incorporated into the model. Improved marketing mix quality is needed to improve the competitiveness of the products of Hatten Wines from those of imported products.

scholarly journals The mediating role of tourism marketing campaigns in making the purchasing decision A case study for tourists in Saida Province – Algeria

2021 ◽  
Author(s):  
عيسى قادة ◽  
وازاني محمد
Keyword(s):  
Structural Equation Models ◽  
Statistical Treatment ◽  
Marketing Mix ◽  
Partial Least Square ◽  
Least Square ◽  
Product Price ◽  
Purchasing Decision ◽  
Tourism Marketing ◽  
Price Distribution ◽  
The Impact

The purpose of this paper is to assess the impact of the elements of the tourism marketing mix (product, price, distribution, promotion, physical evidence, operations and peoples) on the purchasing decision of the tourist through the tourism experience presented in the marketing campaigns of the tourist destination.We propose and test a model demonstrating that the relationship between Marketing Mix and purchasing decision is fully mediated by the depth of marketing campaigns knowledge absorbed by the quality of communication messages , Planning, early reservation and identification of the target segments. So a form was distributed to a sample consisting of 120 tourists from Saida state so that the data were processed using the structural equation models (the method of Partial Least Square PLS) and the results of the study after statistical treatment using the SMART PLS 3 program. 2.8 have found an effect Indirectly positive for the elements of the tourism marketing mix on the purchasing decision relying on the components of the marketing campaigns as an intermediate variable.

scholarly journals JAJANAN DI MATA MAHASISWA PADA APLIKASI GOFOOD STUDI KASUS: MAHASISWA STIEPAR API YOGYAKARTA

2021 ◽  
Vol 4 (2) ◽  
pp. 100-118
Author(s):  
Nuviah Herawati ◽  
Koes Harijadi ◽  
Yulianto Pudjiwinarno
Keyword(s):  
Regression Analysis ◽  
Quantitative Methods ◽  
Marketing Mix ◽  
T Test ◽  
Research Approach ◽  
Measuring Instrument ◽  
Purchasing Decisions ◽  
Product Price ◽  
Price Distribution ◽  
Research Period

This study aims to find out what factors encourage consumers to make purchasing decisions culinary products offered through the GoFood application. The research approach uses variables and dimensions of the marketing mix. The marketing mix studied are product, price, distribution and promotion. The study used quantitative methods with regression analysis. Respondents are students of the STIE Tourism API Yogyakarta campus in a certain research period for one month. The measuring instrument used is a questionnaire with the use of a Likert scale. Using the t test, it can be concluded that products and promotions have a significant effect on purchasing decisions through the GoFood application. While price and distribution have no significant effect on purchasing decisions, and with the F-test it is concluded that product, price, distribution, and promotion together have a significant effect on purchasing decisions through the GoFood application.

scholarly journals Pengaruh Bauran Pemasaran (7p) terhadap Keputusan Pembelian Motor Yamaha Tipe Nmax

2019 ◽  
Vol 1 (1) ◽  
pp. 50-63
Author(s):  
Samron Akhiri
Keyword(s):  
Physical Environment ◽  
Secondary Data ◽  
Marketing Mix ◽  
Primary Data ◽  
Coefficient Of Determination ◽  
Survey Method ◽  
Product Price ◽  
Summary Table ◽  
Correlation And Regression Analysis ◽  
Price Distribution

The purpose of the research to determine the effect of marketing mix (7p) Buying Decision Against Type Nmax At Yamaha Motor PD. Panca Motor Prabumulih This type of research is the method used in this research is survey method. Data collected consist of primary data and secondary data. The primary data obtained through interviews method which is equipped with a questionnaire has been prepared. In this study the number of population is not known, therefore, that according to Widiyanto in Vina Agustina (2012: 56) to determine the sample size of the population can use the formula. So a sample to be used is a total of 96 customers in PD. Panca Motor Prabumulih. Respondent data collected by collecting primary data, which collects data by distributing questionnaires were collected by questionnaire purchasing decisions. Data was analyzed using correlation and regression analysis. The results showed that, of the model output obtained summary table of test results gives the coefficient of determination R Square of 0.744. This shows that the variable marketing mix (product, price, distribution, promotion, people, process and physical environment) simultaneously percentage contribution of the influence of independent variables have an influence on the dependent variable (Decision consumers to shop), amounting to 74.4%. Or the independent variable (product, price, distribution, promotion of people, processes and physical environment) amounted to 74.4% were able to explain the dependent variable (Decision consumers to shop), while the remaining 25.6% influenced or explained by other variables not examined in this research.  Keywords: Marketing Mix (7P), Purchase Decision

scholarly journals FAKTOR - FAKTOR YANG MEMPENGARUHI PRILAKU KONSUMEN DALAM KEPUTUSAN PEMBELIAN DI PERCETAKAN ADHYA MULTI SUKSES

2019 ◽  
Vol 10 (4) ◽  
pp. 523-528
Author(s):  
Richa Afriana Munthe
Keyword(s):  
Consumer Behavior ◽  
Data Processing ◽  
Random Sampling ◽  
Sampling Technique ◽  
Simple Random Sampling ◽  
Distribution Channels ◽  
Purchasing Decisions ◽  
Product Price ◽  
Work Patterns ◽  
Technological Developments

The development of business and technology in the current era of globalization is growing rapidly and is characterized by a level of competition between companies that is getting higher and tougher. With current technological developments have changed the pattern of human work to be increasingly fast, effective and efficient in doing a job, especially in data processing. So there needs to be an adjustment between work patterns with technological developments. The purpose of this study was to determine the factors that influence consumer behavior in purchasing decisions at Adhya Multi Sukses printing. The population in this subject are consumers who have made purchases at the Adhya Multi Sukses Printing in 2017. The sampling technique in this study is to use simple random sampling, which is a method of sampling non probalities by simple random methods and each respondent has the same possibility of being selected as a respondent. To determine the number of samples using the Slovin formula, 95 samples were obtained from a population of 1,845 people. The results showed that the product, price, promotion, and distribution channels affected the purchasing decisions at Adhya Multi Sukses printing

scholarly journals ANALISIS BAURAN PEMASARAN TERHADAP KEPUTUSAN MEMILIH RUMAH (Studi Kasus di PT. Gading Anugerah Abadi di Malang)

2017 ◽  
Vol 11 (2) ◽  
pp. 231
Author(s):  
Linda Ayu Susianti ◽  
Nunung Nurastuti Utami
Keyword(s):  
Regression Analysis ◽  
Distribution Channels ◽  
Mechanical Analysis ◽  
Marketing Mix ◽  
T Test ◽  
Research Approach ◽  
Test Results ◽  
Product Price ◽  
Price Distribution ◽  
Dominant Influence

This study aimed to analyze the influence of marketing mix variables the decision to choose a house. This type of research is explanatory research, the research approach used is quantitative. The sample in this study as many as 52 people. Mechanical analysis using multiple regression analysis, F test and t test. Based on the results of the analysis show that the marketing mix consisting of product, price, distribution channels, and simultaneous promotion significantly influence the decision to choose a house. Based on t test results showed that the product, price, distribution channels, and promotional partially significant effect on the decision to choose a house. Variable products the dominant influence on the decision to choose a house.

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