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All Journal AGRISE JUDICIOUS: Journal of Management
Kurniawan, Zeki
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Wingko Babat dengan Purchase Intention sebagai Variabel Mediasi (Studi Kasus pada Produk Wingko Babat Merk “Dua Kelapa Muda”) Kurniawan, Zeki; Setiawan, Budi; Riana, Fitria Dina
JUDICIOUS Vol 4 No 2 (2023): Judicious
Publisher : Neolectura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37010/jdc.v4i2.1508

Abstract

Penelitian bertujuan mengetahui untuk mengetahui pengaruh bauran pemasaran terhadap purchase intention dan keputusan pembelian, pengaruh purchase intention terhadap keputusan pembelian serta strategi yang tepat pada produk wingko babat merk “dua kelapa muda”. Metode yang digunakan yaitu explanatory research dengan data kuantitatif yang dikumpulkan melalui angket kepada responden sebanyak 100 orang, teknik penentuan sampel menggunakan judgement sampling. Variabel dalam penelitian ini terdiri dari Product (X1), Price (X2), Place (X3), Promotion (X4), People (X5), Physical evidence (X6), dan Process (X7), Purchase intention (Z) dan Purchase intention (Y). Teknik analisis data dilakukan dengan beberapa tahapan yaitu analisis deskriptif, uji instrumen dan analisis SEM PLS. Hasil analisis menunjukkan bahwa penerapan strategi bauran pemasaran masih menggunakan penjualan utama pada outlet stand outdoor yang mudah dijangkau, penerapan harga yang bersaing, penyediaan produk tersedia pada beberapa lokasi yang dekat dengan area publik. Terdapat pengaruh yang signifikan dari bauran pemasaran berupa product, price, place, people, physical evidence, dan process terhadap purchase intention dan keputusan pembelian baik melalui pengaruh langsung atau pengaruh tidak langsung yang dimediasi oleh variabel purchase intention, purchase intention memiliki pengaruh yang signifikan terhadap keputusan pembelian, strategi yang tepat yaitu mengkombinasikan product, price, place, promotion, people, physical evidence, dan process agar terus bisa bersaing dengan kompetitor.
IMPLEMENTATION OF MARKETING MIX AND PURCHASING DECISIONS OF WINGKO BABAT AND PURCHASE INTENTION(on Wingko Tripe Products "Dua Kelapa Muda") Kurniawan, Zeki; Setiawan, Budi; Riana, Fitria Dina
Agricultural Socio-Economics Journal Vol. 24 No. 3 (2024): JULY
Publisher : Socio-Economics/Agribusiness Department

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.agrise.2024.024.3.7

Abstract

The marketing strategy for Wingko Babat Dua Kelapa Muda products needs to be adjusted to market changes based on consumer behavior analysis, to increase sales of the company's products. The aim of this research is to implement the marketing mix and purchasing decisions for Wingko tripe as well as purchase intentions for Wingko Tripe Brand Dua Kelapa Muda products. The method in this research uses a descriptive method with primary data obtained from the results of Likert scale data collection. The results of the descriptive analysis show that the marketing mix in the Product aspect has a value of 3.55 which means high, the Price aspect has a value of 3.43 in the high category, the Place aspect has a value of 3.35 in the high category, the Promotion aspect has a value of 3.18 in the high category moderate, the People aspect has a value of 3.16 in the medium category, the Physical Evidence aspect has a value of 3.39 in the medium category, the Process aspect has a value in the medium category, the Purchase Intention aspect has a value of 3.6 in the high category, and the Purchase Decision aspect has a score of 4.3 in the very high category.
Co-Authors Budi Setiawan Fitria Dina Riana