THE AFTERMATH OF MARKETING MIX ON DECISIONS CONSUMER PURCHASES FROM TRADING COMPANIES (Case Study at “UD. MAJU” in Surabaya)
Article Sidebar
Purchasing Decisions,
consumers,
trading companies
Main Article Content
Abstract
Companies that implement a quality management system within their company are organization, customer and market oriented, by combining the search for existing facts and problem solving. Companies should not only sell their products, but must know consumers' needs and desires. Knowledge of consumer behavior is essential to good marketing practices. Satisfaction in marketing should start by carrying out an analysis of consumer behavior in the right situation. This will at least encourage company managers to carry out what marketing activities should be proposed, planned and carried out. Therefore, companies must have tools in their marketing which are more commonly referred to as marketing mix which includes product, price, location and promotion. This research uses primary data, namely data obtained directly from respondents' answers by distributing questionnaires and secondary data, namely data obtained from the company that is used as the object of research. The analysis technique used in this research is multiple linear regression analysis. Meanwhile, the statistical test uses the F test and t test. The research results obtained using the SPSS program with the results of multiple linear regression analysis obtained by the F test show that there is a significant influence between the independent variable and the dependent variable with the calculated F value (22.573) > F table (2 .50). For the t test, it can be seen that the product variable (X1) has a significant influence on consumer purchasing decisions (Y) with a calculated t value (3.728) > t table (1.9944), the price variable (X2) has a significant influence on purchasing decisions consumer (Y) with a calculated t value (4.072) > t table (1.9944), the location variable (X3) has a significant influence on consumer purchasing decisions (Y) with a calculated t value (3.080) > t table (1.9944), while the promotion variable (X4) has a significant influence on consumer purchasing decisions (Y) with a calculated t value (3.230) > t table (1.9944).
Article Details
References
Alma, Buchari, 2000, Manajemen Pemasaran dan Pemasaran Jasa, Penerbit Alfabeta, Bandung.
Assael, Henry, 1995, Consumer Behavior and Marketing Action, Fourth Edistion, PWS-KENT Publising Company, Boston, Massachutts.
Kotler, Philip, 1997, Manajemen Pemasaran : Analisis, Perencanaan Dan Pengendalian, Jilid I, Edisi kelima, Alih Bahasa Drs. Jaka Wasana, MSM, Penerbit Erlangga, Jakarta.
____________, and Gary Amstrong, 1996, Principle of Marketing, 5thedition, Prentice Hall Internasional Edition, Englewood Cliffs, New Jersey.
Lupiyoadi Rambat, 2001, Manajemen Pemasaran Jasa Teori Dan Praktik, Penerbit Salemba Empat, Jakarta.
Mowen John C., 2002, Consumer Behavior, Prentice Hall Inc., Fourth Edition, Englewood Cliffs, New Jersey.
Sitaningrum, Widyaningtyas, 2002, Manajemen Penjualan Produk, Cetakan ke lima, Penerbit Kanisius, Jakarta.
Stanton, William J., 1997, Prinsip Pemasaran, Jilid 1, Edisi Ke Tujuh, Penerbit Erlangga, Jakarta.
Sudjana, 1997, Metode Statistika, Edisi Kelima, Penerbit Tarsito, Bandung.
Sugiyono, 2004, Metode Penelitian Bisnis, Penerbit Alpabeta, Bandung.
Sumarwan Ujang, 2003, Perilaku Konsumen, Penerbit PT. Ghalia Indonesia dengan MMA-IPB, Jakarta.
Swasta Basu, dan Hani Handoko, 2000, Manajemen Pemasaran Analisa Perilaku Konsumen, Penerbit Liberty, Yogyakarta.
Tjiptono Fandy, 2002, Strategi Pemasaran, Edisi Kedua, Penerbit Andi Offset, Yogyakarta.
Aziz Sholeh, Abdul et. Al. 2024. Kompensasi Terhadap Motivasi Kerja Karyawan pada PT. Insolent Raya di Surabaya, Journal Of Management and Creative Business Vol. 2 No. 1 Januari 2024, Halaman : 82 - 96
Daengs, G. S. A., Istanti, E., Negoro, R. M. B. K., & Sanusi, R. (2020). The Aftermath of Management Action on Competitive Advantage Through Proccess Attributes at Food and Beverage Industries Export Import in Perak Harbor of Surabaya. International Journal Of Criminology and Sociologi, 9, 1418–1425
Enny Istanti1), Bramastyo Kusumo2), I. N. (2020). IMPLEMENTASI HARGA, KUALITAS PELAYANAN DAN PEMBELIAN BERULANG PADA PENJUALAN PRODUK GAMIS AFIFATHIN. Ekonomika 45, 8(1), 1–10
Iwa Soemantri, Asep et al. 2020. Entrepreneurship Orientation Strategy, Market Orientation And Its Effect On Business Performance In MSMEs. Jurnal EKSPEKTRA Unitomo Vol. IV No. 1, Hal. 1-10.
Kumala Dewi, Indri et al, 2022 Peningkatan Kinerja UMKM Melalui pengelolaan Keuangan,Jurnal Ekonomi Akuntansi , UNTAG Surabaya, Hal ; 23- 36
Kristiawati, et al. 2019. Citra Merek Persepsi Harga dan Nilai Pelanggan Terhadap Keputusan Pembelian Pada Mini Market Indomaret Lontar Surabaya. Jurnal Ilmu Ekonomi dan Manajemen (JMM 17) Vol. 6 No. 2, September 2019, Hal. 27- 36.
Pramono Budi,Istanti Enny, Daengs GS,Achmad, Syafi’i, Bramastyo KN,RM ,2023, Impact of Social Media Marketing and Brand Awareness on Purchase Intention in coffe shop culinary in Surabaya, International Journal of Entrepreneurship and Business Decelopment, Volume. 5 Number 6 November 2022, Page. 968 - 977
Rina Dewi, et al. 2020. Internal Factor Effects In Forming The Success Of Small Businesses. Jurnal SINERGI UNITOMO, Vol. 10 No. 1, Hal. 13-21