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All Journal MBR (Management and Business Review)
Abdul Samad
Program Studi Farmasi, Fakultas Kedokteran dan Ilmu Kesehatan, Universitas Muhammadiyah Yogyakarta, Indonesia
Economics, Econometrics & Finance Social Sciences

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Analisis Marketing Mix pada Pola Konsumsi Jamu di Bantul Yogyakarta Muhammad Fariez Kurniawan; Abdul Samad
MBR (Management and Business Review) Vol 6 No 1 (2022): Juni
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Kanjuruhan Malang, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21067/mbr.v6i1.6688

Abstract

This study aims to determine the consumption behavior of the community of Bantul Regency based on the consumption frequency and to determine the effect of the marketing mix aspect on the consumption behavior of the community of Bantul Regency. This study used a cross-sectional descriptive design and analyzed using multiple linear regression. Data collection was carried out for four months from August to November 2020. The questionnaire consisted of four variables, product, price, promotion, and place variables, which accumulatively contains 10 question instruments. The sample from this study was 320 respondents who met the inclusion criteria. The majority of respondents answered very rarely consume jamu in Bantul Regency with details only once in more than a month. The marketing mix aspect affects the consumption behavior of the community of Bantul Regency. Aspects of product, price, and place have a positive influence on consumer behavior, while the aspects of promotion have a negative influence on the jamu consumption behavior of the community of Bantul Regency.
Co-Authors Muhammad Fariez Kurniawan