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All Journal Jurnal Ilmiah Manajemen Kesatuan Jurnal Penelitian Pendidikan, Psikologi Dan Kesehatan (J-P3K) Innovative: Journal Of Social Science Research
Maharani, Alyssa
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Humanities Computer Science & IT Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Nursing Public Health Social Sciences Other

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Marketing Mix Analysis Regarding Customer Intention to purchase at Coffee Shop Premium Maharani, Alyssa; Syah, Tantri Yanuar R
Jurnal Ilmiah Manajemen Kesatuan Vol. 12 No. 4 (2024): JIMKES Edisi Juli 2024
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study examines the relationship between the marketing mix and purchase intention, focusing on premium coffee shops in Jakarta. The research employs the Theory of Planned Behavior (TPB) framework to assess how attitude, subjective norm, and perceived behavioral control mediate the effects of the marketing mix—product, price, place, and promotion—on consumer purchasing decisions. Data was gathered from 135 respondents, aged 15-46, who frequent coffee shops such as Starbucks Reserve and Djournal Coffee, using an online survey. The analysis was conducted through Structural Equation Modeling (SEM) using Smart PLS 4. The results indicate that the marketing mix enhances perceived customer value and shapes positive consumer attitudes towards premium coffee brands. While the marketing mix positively influences customer attitudes and subjective norms, it was found that subjective norms and perceived behavioral control do not significantly affect purchase intentions. This may be due to external factors such as market conditions and customer preferences playing a stronger role. Interestingly, value was not a direct driver of purchase intention, suggesting that cultural and social contexts, as well as personal experiences, might have a greater influence. The findings provide practical insights for premium coffee shop owners to refine their marketing strategies by focusing on enhancing the customer experience, maintaining product quality, and offering engaging promotions to encourage repeat purchases. The study contributes to the growing body of research on consumer behavior in the coffee shop industry and provides a foundation for future studies to explore additional variables influencing purchase decisions.
Apakah Karyawan Marketing Sejahtera Secara Psikologis? (Menilik peran Stres Kerja & Resiliensi) Maharani, Alyssa; Dimala, Cempaka Putrie; Aisha, Dinda
JURNAL PENELITIAN PENDIDIKAN, PSIKOLOGI DAN KESEHATAN (J-P3K) Vol 6, No 2 (2025): J-P3K
Publisher : Yayasan Mata Pena Madani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51849/j-p3k.v6i2.752

Abstract

Kesejahteraan psikologis adalah kondisi ideal ketika individu mampu mengalir secara utuh dalam kehidupannya serta mengaktualisasikan potensi yang dimiliki. Pada penelitian ini bertujuan untuk apakah karyawan marketing sejahtera secara psikologis di kaitkan dengan stres kerja dan resiliensi di Kabupaten Karawang. Penelitian ini di lakukan terhadap 211 responden yang merupakan karyawan marketing. Alat ukur yang digunakan dalam penelitian ini terdiri dari 3 skala psikologis, yaitu Ryff Psychological Well-Being Scale untuk menilai kesejahteraan psikologis, skala perceived istress scale (PSS) untuk mengukur tingkat stres kerja, serta skala CD-RISC yang telah diadaptasi oleh Yu Zhang untuk mengukur resiliensi. Hasil analisis menunjukkan bahwa secara parsial, baik stres kerja maupun resiliensi berpengaruh terhadap kesejahteraan psikologis. Secara simultan menunjukan bahwa stres kerja dan resiliensi memiliki dampak terhadap kesejahteraan psikologis pada karyawan marketing di Karawang dengan nilai signifikansi 0,000 0,05. Stres kerja dan resiliensi memberikan dampak sebesar 73,5% pada kesejahteraan psikologis.
Analisis Marketing Mix terkait Customer Intention to purchase pada Coffee Shop Premium Maharani, Alyssa; Syah , Tantri Yanuar Rahmat
Innovative: Journal Of Social Science Research Vol. 4 No. 6 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i6.15888

Abstract

Penelitian ini mengeksplorasi pengaruh marketing mix, value, theory of planned behavior ( perceived behavior control, subjective norm, attitude toward behavior ) yang dirasakan terhadap intention to purchase di coffee shop premium di Jakarta. Survei online dengan aplikasi google form digunakan untuk mengumpulkan data dari 140 responden, usia 15-46 tahun, yang pernah membeli di coffee shop premium. Hasil penelitian menggunakan Smart PLS 4. Terdapat 5 dari 9 hipotesis diterima, sedangkan 4 ditolak. Penelitian ini menemukan keterbatasan dalam penggunaan metode theory of planned behavior dan perbedaan signifikansi pada variabel intention to purchase. Rekomendasi untuk penelitian mendatang termasuk penggunaan objek yang berbeda dan penambahan variabel service quality. Serta, implementasi manajerial pada perusahaan tentang faktor-faktor yang mendorong perilaku pembelian, menekankan perlunya penerapan strategi marketing mix yang lebih responsif.
Co-Authors Aisha, Dinda Dimala, Cempaka Putrie Syah , Tantri Yanuar Rahmat Syah, Tantri Yanuar R