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Analisis Pengaruh Faktor Marketing Mix Terhadap Keputusan Pembelian Minyak Goreng Kemasan Di Pasar Tradisional Sukaramai Medan Alda Kartika; Tuty Ningsih
Jurnal Agro Estate Vol 1 No 1 (2017): Juni 2017
Publisher : Institut Teknologi Sawit Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (320.598 KB) | DOI: 10.47199/jae.v1i1.62

Abstract

Cooking oil is a main needs for Indonesia people. The customer chooses cooking oil based on their needs, there wants andpurchaseability. One alternative that can be usedby seller is by doing marketing mix analysis which coverproducts,price, location (distribution) and promotion in marketing strategy of cooking oil product in traditional marketing. The purpose ofthis research in general is to test and analyse the influence ofproduct on the purchase decision o f cooking oil, theinfluence ofpriceson the purchase decision o f cooking oil, theinfluence o f locationon the purchase decision o f cooking oil, the influence promotion on the purchase decision o f cookingoil in Sukaramai market in Medan.And simultaneously testing and analyzing the influence of marketing mix to purchase decision o f cooking oil in Sukaramai market in Medan. The research method used is multiple linier regression analysis and processed using SPSS 21. The research resultshowed that productvariable(Xl) partially had positive value with score T count<Ttable was 1,888<1,990 with the significantvalue o,209> a(0,05) means that didn't have significant influence to the customerpurchase decision (y)price variable (X2)partially hadpositive value with value t>t table was 3,168>1,950 with significant value 0,002 <a (0,00) means had significant Influence to customerpurchasedecision (y). Place variable (X3) partially hadpositive value with value T count >Ttable was 2,471 > 1,990 with significancy value 0,015< a (0,05) means had significant influence to the customer purchase decision (y) promotion variable (X4) partially hadpositive value with value T count < T table was 0,557 <1,990 and significant value 0,565 > a(0,05) means didn't have influence to the purchase decision (y). Product variable (XI), price(X2) place (X3) and promotion (X4) together had positive value with value Fcount > F table was 65,709 > 2,47 and significant value 0,000 < a (0,05) means had significant influence to the customerpurchase decision (y).
ANALISIS FAKTOR – FAKTOR YANG MEMPENGARUHI VOLUME PENJUALAN MINYAK SAWIT PTPN III (PERSERO) TAHUN 2010 – 2015 The Analysis Of Affect Factors The Sales Volume in Palm Oil PTPN III (Persero) in 2010-2015 Purjianto Purjianto; Alda Kartika
Jurnal Agro Estate Vol 1 No 2 (2017): Desember 2017
Publisher : Institut Teknologi Sawit Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (558.84 KB) | DOI: 10.47199/jae.v1i2.73

Abstract

This research is based on the importance of palm oil as a raw material for cooking oil for household consumption so it is an opportunity for palm oil producers to increase sales of palm oil. The sales volume of palm oil is strongly influenced by Land Area, FFB Production, Palm Oil Production and Palm Oil Price. These conditions, palm oil producers are required to attented to the above factors to achieve the target as a market leader in palm oil sales nationally. This research is descriptive using secondary data with research location in PTPN III (Persero) Medan. The method of analysis used is quantitative analysis that is multiple regression analysis. From the results of the analysis obtained regression equation Y = 40,6550 + 10,686 X1 + 1,928 X2 + 6,488 X3 + 67,886 X4 + e, where Variable Price Palm Oil has the biggest influence to Palm Oil Sales Volume of 67,886, then followed by Variable Area Land of 10,686, Palm Oil Production Variable equal to 6,488 and Variable of FFB Production equal to 1,928. Hypothesis testing using t test shows that the four independent variables were Area (X1), Production of FFB (X2), Palm Oil Production (X3) and Palm Oil Price (X4) studied proved positive relationship but not significantly affect the dependent variable buying decision. Thenthe F-test can be known that proved to be a positive relationship but not significantly affect the dependent variable that is Palm Oil Sales Volume. Adjusted R Square figures show that 82.10% of variation in Palm Oil Sales Volume can be explained by the four independent variables in multiple regression equations. While the rest of 17.90% explained by other variables out of the four variables used in this research.
Co-Authors Purjianto Tuty Ningsih