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Journal : Jurnal Ekonomi dan Teknik Informatika

A ANALISIS BAURAN PEMASARAN DALAM MINAT BELI PRODUK IGOOD COFFEE Subarkah, Rahmat; Rustam, Kuswadi; Halimah, Nur
Jurnal Ekonomi dan Teknik Informatika (JNETI) Vol 12 No 1 (2024): Jurnal Ekonomi dan Teknik Informatika
Publisher : Politeknik Sawunggalih Aji

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37601/jneti.v12i1.263

Abstract

The level of competition in the world of marketing is very tight, making every company always try to be able to increase market share and reach new consumers. Companies must be able to determine the right marketing strategy. Igood Coffee is one of the MSMEs in Purworejo Regency who has just started his business and needs a marketing strategy to boost product sales. This research was conducted to find out more about the effect of the marketing mix (product, price, promotion, and place) on purchasing decisions for Igood Coffee products, either partially or simultaneously. The approach was carried out using a simple random sampling method to take 42 respondents as a sample. In the instrument test using validity and reliability tests. Data analysis technique using multiple linear regression. The results showed that the product variables and place variables had a positive and significant effect on purchasing decisions for Igood Coffee products, while price variables and promotion variables did not have a significant effect on purchasing decisions. Based on the test results it is also known that simultaneously there is a positive and significant influence between the marketing mix (product, price, promotion, and place) on purchasing decisions for Igood Coffee products. Therefore, Igood Coffee must pay attention to pricing and promotion by optimizing social media. In addition, Igood Coffee must maintain product quality and offer good service facilities to influence purchasing decisions and interest in buying Igood Coffee products.
Co-Authors Abdul Fatah Abdul Qadir Jailani, Abdul Qadir Abdullah, Nurul Putri Ade Tutty R. Rosa Afifah, Rachma Nur Agung Budi Santoso Agus Mulyanto Agustin, Nela Ahmad Haromaini Akroman, Robby Alamsyah - Ali Alfatani, Ifan Alwi, Kharisma Shofiudin Ma’sum Amelia, Inda Ami, Fahmi Andriyani, Dian Tuti Ani Zulfah, Machnunah Anindita, Devina Cinantya Ardity, Vanesya Aura Arisandi, Dewi Puspa Arrie Budhiartie Arumi, Defitri Tria Aslihatul Rahmawati Atien Nur Chamidah atim rinawati Aurellia, Tiffany Ayu Pramani, Nindi Azhar, Ahmad Ruslandi Azhari, Ainul Azizah, Alfiana Berseri, Galuh Estika Botutihe, Fauziah Chasanah, Laily Fajria Damayanti, Rida Darise, Gina Nurvina Darmawan Darmawan Devi Afriyantari Puspa Putri Dewi Fitriyanti, Dewi Effendi M, Effendi Elis Lisyawati Elly, Moh. Iskak Elok Dwi Vidiyastutik Esti Handayani, Dwi Esti Handayani, Esti Handayani Fadhlan Saini fahma, al Himni Faisol Faisol Fajar Kawuryan Falamy, Ryna Aulia Fatmawati, Siska Ayu Fauziyah, Nadiya Febrina, Hilda Fifi Puspita Fitra Suzanti Fitria Fitria, Rabi'ah Ayu Fitriani Fitriani Fodhil, Muhammad Gerace Tinangon, Windi Gultom, Adelia Angelia Gunawan Santoso Hamdani, A. Hamdani Handayani, Khani Harjito - Hasbullah Hasbullah Hasrianti, Hasrianti Ifansyah, Nur Ike Apriani, Ike Imam Mahadi Imam Subarkah Irbathy, Shafa Alistiana Iwan Gunawan Jafar, Gita Fajrin Kaharuddin, Nikmala Nemin Kapitanhitu, Nyimas Nuraini karmawan karmawan Kasenta, Andre Meiditama Kasful Anwar Ketut Suma Khadijattulkubra, Siti Khairunnisa Khairunnisa Khoirunnisa, Siska Khoirur Raziqin, Muhamad Kirana, Anik Komariah, Anis Kuzairi Latif, Luqi Khoiriyah Lestari, Puji Budi Lisyawati, Elis Made Duananda Kartika Degeng Maghfiroh, Canggih Nailil Malay, Irvan Malik, Amalia Mardiani, Tisca Mardya, Imra Atil Matondang, Maulidya Mora Maulana, Maghfudz Megawati, Silvia Meiliasari, Rosana Muhyidin Nadia Maharani Nagauleng, Andi Mukarrramah Nailurrakhman, Adrian Najwa, Artika Nisa, Ulfi Khorun NOOR AIDAWATI Nunung Noor Hidayat Nurani, Nadia Sarah NURUL HAYATI Nurul Inayah nurul latifah Nuryati, Entin nusyaibah, nusyaibah Pambudi Yuwono Permata, Clarisca Audyta Pitaloka, Dyah Pratiwi, Triana Surya Prehartanti, Meilia Pristiwaningsih, Estin Roso Puspawati, Dian Puspita, Helda Jaya Putra, Raynaldi Wijaya Putri Sarini Qoriani, Hersa Farida Rahmah Rahmah Rahmat Subarkah Rahmatullah, M Asep Ramadhan, Firza Rabbani Ramdania, Nofa Elok Rantina, Meilanta Reisyah, Karin Rejeki, Desi Renika, Renika Rezani, Muhammad Rizki Riasahni, Intan Ridhan Nazmy, Muhammad Rifa’i, Khamdan Rita Sulastini Rizal Kurniawan Rizky, Dian Robiasnyah, Firman Rofiq Hidayat Rostanti Toba Rosyid, Abd. Rustam, Kuswadi Safira, Siti Chareza Nazla Saipul Al Sukri Samsir Samsir, Samsir Saprina, Okta Sari, Annisa Novita Satyalowa, I Gusta Dimas Saud, Indah Wardaty Savero, Fernanda Sawitri, Aderia Arum Sa’diyah, Halimatus Sembiring, Rinawati Setiawan, Andika Agus Setiawan, Firman Silalahi, Ridho Zulhaj Siti Aminah SITI FATIMAH Siti Rahayu Solin, Putri Nabila Aryhati Songkaton, Jihan Fahira Sri Mulyanti Sukardi, Rendi Restiana Sulasri, Sulasri Suluhiah, Ai Sunarti, Riri Novita Suntin, Suntin Supartono - Supriyatin, Endang Surianti Surianti Surianti Surianti, Surianti Surya Adi, Cheetara Novatriyanti Susanti Susanti Suzanti , Fitra Syahpura, Suraya Kaffi Teguh Wibowo Thaib, Dea Tinangon, Windi Garace Tinangon, Windi Gerace Tri Pujiani Tulsadiah, Rahma Ula, Anjakasi Mar atul Ulfa, Nurul umi arifah Ustufiyah, Dina Utami, Iis Tri Wahyudi, Muhammad Ade Wijayanto, Rifqy Wulan, Siti Kusniyah Wulandari, Rifka Yana Sukaryana Yeni Yuniarti, Yeni Yerry Soepriyanto YULI PUJIANTI Yulianto, Ma’ruf Yuseran, Muhammad Zainal Abidin Zakariyati, Zakariyati Zakiya, Ulfatun Naili