The Effect of Marketing Mix on Purchase Decisions
Main Article Content
Abstract
This research is essential to contribute to the minimarket with campus brands, which live and thrive in the campus environment to better understand the marketing mix factors that influence purchasing decisions. The campus is expected to provide a special image for consumers. This research discusses the marketing mix factors on consumer purchasing decisions in minimarkets with campus brands in the Banyumas Regency, namely Boersa Kampus (Unsoed), Top Campus (Unsoed, UMP), Kopkun Swalayan (Unsoed), Indo Kampus (STAIN), and UeMPe Mart (UMP). The factors used were the product, price, promotion, service, and place/location. The sample used amounted to 100 respondents who were consumers with more than 17 years of age. The sampling employed non-probability with a purposive sampling technique, and data analysis utilized multiple linear regression. The adjusted R-square value indicates that the dependent variable was influenced by the independent variable by 54.3%. The results showed that the product, price, promotion, service, and place/location variables simultaneously determined purchase decision. Partially, product and place/location variables determined positively and significantly towards purchasing decisions, while price, promotion, and service variables did not affect purchase decisions. Future research can be carried out using the campus brand as a mediating variable.
Article Details
License
You are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
Under the following terms:
- Attribution — You must give appropriate credit, provide a link to the license, and indicate the changes made. This should be done in any reasonable manner, but not in any way that suggests the licensor endorses you or your usage.
- ShareAlike — When you remix, transform, or build upon the material, the contributions must be distributed under the same license as the original.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
References
Alma, B. (2007). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.
Deisy, M., Lapian, J., & Mandagie, Y. (2018). Analisis Citra Merek, Harga Produk Dan Kualitas Terhadap Keputusan Pembelian Handphone Samsung Pada Seluruh Gerai  Gerai Seluler Di It Center Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4), 2288–2297.
Gandhy, A., & Hairuddin, J. A. (2018). Analysis of Promotion and Product Differentiation of Jukajo on Consumer Purchase Decision. Binus Business Review, 9(1), 9. https://doi.org/10.21512/bbr.v9i1.3901
Ghozali, I. (2016). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21. Retrieved from https://www.coursehero.com/file/p3er64f/Ghozali-Imam-2016-Aplikasi-Analisis-Multivariate-Dengan-Program-IBM-SPSS-21/
Gusrizaldi, R., & Komalasari, E. (2016). ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI TELUK KUANTAN. 2(2), 286–303.
Haryanto, & Avita, R. (2013). Strategi Promosi, Kualitas Produk, Kualitas Layanan Terhadap Kepuasan Pelanggan Pada Restoran Mcdonald’S Manado. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 1(4), 1465–1473.
Hermawan, A. (2012). Komunikasi Pemasaran. Jakarta: Erlangga.
https://en.wikipedia.org/wiki/Marketing_mix. (n.d.). Wikipedia.pdf.
Irfan, F., Widarko, A., & Slamet, A. R. (2017). Prodi manajemen. Jurnal Riset Manajemen PRODI MANAJEMEN, 195–207.
Kartajaya, H. (2007). On Marketing Mix (Seri 9 Elemen Marketing) (Cetakan Ke). Jakarta: PT Mizan Pustaka.
Kotler, P. (2007). Manajemen Pemasaran-Analisis,Perencanaan,Implementasi,dan Kontrol. Prenhallindo.
Kotler, P., & Armstrong, G. (2007). Dasar-dasar Pemasaran. Jakarta: Intermedia.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran. Erlangga.
Mokhlis, S. (1999). Consumer values and the importance of store attributes. International Journal of Retail & Distribution Management, 27(4), 137–144. https://doi.org/10.1108/09590559910268435
Noskova, E. V., & Romanova, I. M. (2015). Retailers. 20, 1–17.
Peraturan Pemerintah, R. (2007). Peraturan Presiden Republik Indonesia Nomor 112 Tahun 2007 Tentang Penataan Dan Pembinaan Pasar Tradisional, Pusat Perbelanjaan Dan Toko Modern. Peraturan Pemerintah Republik Indonesia Nomor 26 Tahun 1985 Tentang Jalan, (1), 1–5. https://doi.org/10.1016/j.aquaculture.2007.03.021
Rondonuwu, G., & Tamengkel, L. F. (2016). JURNAL ADMINISTRASI BISNIS 2016. 1–8.
Roring, F., Oroh, S., & Gulla, R. (2015). Analisis Harga, Promosi, Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Hotel Manado Grace Inn. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(1), 1313–1322.
Said, F. A., & Prihatini, A. E. (2016). Jurnal Administrasi Bisnis Departemen Administrasi Bisnis Universitas Diponegoro PENGARUH KUALITAS PELAYANAN , PROMOSI , DAN HARGA TERHADAP ( Studi Kasus pada Konsumen Carrefour Srondol ) Dra . Apriatni Endang Prihatini . M . Si ., Administrasi Bisnis , F. Jurnal Administrasi Bisnis, (024).
Sumarwan, U. (2004). Perilaku Konsumen (Cetakan Ke). Bogor: Ghalia Indonesia.
Utami, C. W. (2010). Manajemen Ritel Modern. Jakarta: Salemba Empat.
Verma, H., & Madan, P. (2011). Volume 2 , Issue 1 ( January , 2011 ) ISSN 2229-6883 ( A STUDY ON SOME SELECTED APPAREL STORES IN INDIA ) Sri Krishna International Research & Educational Consortium Volume 2 , Issue 1 ( January , 2011 ) Review of Literature Sri Krishna International Rese. 2(1), 1–21.
Winerungan, O. L. (2013). Sosialisasi Perpajakan, Pelayanan Fiskus Dan Sanksi Perpajakan Terhadap Kepatuhan Wpop Di Kpp Manado Dan Kpp Bitung. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 1(3), 960–970.