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All Journal Hut Publication Business and Management
Rina Rina
Uniska Muhammad Arsyad Al Banjari
Economics, Econometrics & Finance

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The Effect of Marketing Mix on Unplanning Purchases at PT. Alfamart in Banjarmasin Rina Rina; Apriya Santi
Hut Publication Business and Management Vol. 1 No. 3 (2022): Hut Publication Business and Management
Publisher : PT. Hanken SUkses Jaya

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Abstract

This research aims to determine the effect of the marketing mix on unplanned purchase at PT. Alfamart. Explanatory research methods approach with survey techniques, the number of samples in this study were one hundred respondent's who had shopped at least twice in the PT. Alfamart. The results showed that the variable product, price, place, promotion, people, physical evidence, and process have significant effect on unplanned purchases at PT. Alfamart, and the results of the descriptive analysis states that the respondents agreed with the proposed items.
Analysis ff Factors That Influence Consumer Decisions to Change Sim Card (GSM Prepaid Card) Study on ULM and Uniska Students in Banjarmasin Apriya Santi; Rina Rina
Hut Publication Business and Management Vol. 2 No. 1 (2022): Hut Publication Business and Management
Publisher : PT. Hanken SUkses Jaya

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Abstract

The purpose of this study was to examine and analyze the factors that influence the decision to switch brands of prepaid GSM SIM cards. These factors are consumer dissatisfaction, the need for variety, product, product price, product advertising, competitor's brand, sales promotion of competitor's brand product, and product distribution. The data needed, obtained through interviews using a questionnaire. By using purposive sampling method. Hypothesis testing using the Structural Equation Model (SEM) technique with a two-step approach (Two Step Approach to SEM) through the Lisrel 8.54 program. Where the research is here to analyze a product that affects the advertising of competitors' brand products, advertising of competitors' brand products affects the decision to switch brands, the product affects the sales promotion of competitors' brand products, sales promotions of competitors' brand products affect the decision to switch brands, prices affect the sales promotion of products competitor brands, sales promotions of competitors' brand products affect the need for variation, products affect distribution, distribution affects the need for variety, products affect consumer dissatisfaction, consumer dissatisfaction affects the decision to switch brands, consumer dissatisfaction affects the need for variety,and the need to seek variety is also able to develop a new pathway between product prices and consumer dissatisfaction significantly and supports the existing theory.
Co-Authors Apriya Santi