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Rita Nurmalina
Department Of Management, Faculty Of Economics And Management, IPB University, Dramaga, Bogor 16680, Indonesia
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FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN KONSUMEN DALAM PEMBELIAN PRODUK SUSU BUBUK PERTUMBUHAN Dedy Aguspriandono Suprapto; Rita Nurmalina; Idqan Fahmi
Jurnal Ilmu Keluarga dan Konsumen Vol. 7 No. 2 (2014): Jurnal Ilmu Keluarga dan Konsumen
Publisher : Faculty of Social Science and Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (222.592 KB) | DOI: 10.24156/jikk.2014.7.2.113

Abstract

The objectives of this study were to examine the factors of product atribute that affecting consumers in purchase decision making of growth formula for their toddlers. The study was conducted in Jakarta during December 2013 until Februari 2014 and involved 140 respondents of growth formula consumers. Data were analyzed by using logistic regression test. The results indicated that the main factors that influenced the consumers in purchase decision making of growth formula for their toddlers were compositional and nutritional value, suitability of milk that consume by their toddler, and product safety. Marketing strategy which can do by producer is educating consumer about the important composition and nutritional value contained in growth formula, reformulating ingredient contained in growth formula so that resulting a positive effect for a toddler who consume it, following requirement and licensing Ministry of Health and The National Agency of Drugs and Food Control (BPOM) to ensure that products which are available in market are the safe products.
BAURAN PEMASARAN MEMENGARUHI KEPUTUSAN KONSUMEN DALAM PEMBELIAN ASURANSI JIWA INDIVIDU Sarifa Marwa; Ujang Sumarwan; Rita Nurmalina
Jurnal Ilmu Keluarga dan Konsumen Vol. 7 No. 3 (2014): Jurnal Ilmu Keluarga dan Konsumen
Publisher : Faculty of Social Science and Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (191.865 KB) | DOI: 10.24156/jikk.2014.7.3.183

Abstract

This study aimed to analyze the effect of marketing mix in individual life insurance purchasing decision, as well as the marketing mix variables of the most dominant influence on the purchase decision. The results of this study can be used as a recommendation to life insurance companies in conducting marketing activities in accordance with the market needs. The study was conducted in Bogor City that had an increasing population growth in every year, was made it a good market for life insurance companies. Data for this study were obtained from 200 respondents who live in Bogor and had basic knowledge about insurance. Samples were selected based on the nonprobability sampling, with convenience sampling technique. The variable measured by even marketing mix such as price, product, person, process, promotion, physical evidence, and place. Processing and analysis of data used descriptive analysis and logistic regression analysis. This results showed that there were at least five marketing mix that had an influence on the life insurance purchase decision, and the product mix was the most influential variable on the life insurance purchase decision.
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