PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN PRODUK KASUR PADA PT. RIP

Muhammad Hermansyah

doi:10.51903/juritek.v2i2.572

Muhammad Hermansyah Program Studi Teknik Industri, Universitas Yudharta Pasuruan

DOI: https://doi.org/10.51903/juritek.v2i2.572

Keywords: Marketing, Marketing Mix, Mattress

Abstract

The purpose of this study is to examine the impact of seven elements of marketing mix (product, price, place, promotion, people, process and physical evidence) on customer satisfaction of mattress. Data were collected from 100 customers residing in South Jakarta using self-reporting questionnaires. Factor analysis is used to validate the instrument and regression analysis was used to test the hypotheses. The results of research on the marketing mix strategy applied at PT. RIP Suwayuwo. Research results from consumer responses can it is known that the product aspect with an average of 3.34 is in the very good category. Aspect price with an average of 3.13 in the good category. Aspects of place with an average of 3.21 in good category. The promotion aspect with an average of 2.48 in the poor category. The people aspect with an average of 3.45 is in the very good category. Process aspects with an average of 3.32 in the very good category. Physical evidence aspects with averages 3.13 in good category.

References

[1] Cahyadi, H. D., & Sugiharto MM, D. S. (2014). Pengaruh private brand strategy terhadap brand loyalty pada air mineral 600ml merek alfa di alfamart siwalankerto surabaya. Jurnal Strategi Pemasaran Vol 2,No 1 , 2.
[2] Farida, I., Tarmizi, A., & November, Y. (2016). Analisis pengaruh bauran pemasaran 7p terhadap kepuasan pelanggan pengguna gojek online. Jurnal Riset Manajemen dan Bisnis Vol.1, No.1, Juni 2016 , 1-1.
[3] Abbas, F. (2015). Pengaruh marketing mix terhadap kepuasan konsumen (pada home industry moshimoshi cake samarinda). eJournal Administrasi Bisnis , 14-14.
[4] Firmansyah, M. A., & Rosmaniar, A. (2015). Pengaruh marketing mix terhadap keputusan pembelian konsumen sepeda motor honda di surabaya. Jurnal Balance Vol. XII No. 2 , 6.
[5] Ida Farida, A. T. (2016). Analisis pengaruh bauran pemasaran 7p terhadap. 8-Article Text-12-1-10-20170415 , 1-1.
[6] Karim, D., Sepang, J. L., & Lumanauw, B. (2014). Marketing mix pengaruhnya terhadap volume penjualan pada pt. Manado sejati perkasa group. Jurnal EMBA , 4-4.
[7] Kurniawan, A., & Indriyani, R. (2016). Strategi pemasaran pada cv. Mega lestari plasindo sidoarjo. AGORA Vol. 4, No. 1 , 1-2.
[8] Marcelina, J., & B, B. T. (2015). Pengaruh marketing mix (7p) terhadap keputusan pembelihan pada guest house di surabaya.
[9] Hermansyah , M., Santoso, I., Wijana, S., Sucipto, & Fudholi, A. (2020). Gaplek Based Tapioca System using Fuzzy Analytical Hierarchy Process Approach. International Journal of Advanced Science and Technologhy, 20(5), 5594-5606.
[10] Supriyono, K., Hasiolan, L. B., & Warso, M. M. (2014). Pengaruh produk, harga dan promosi terhadap keputusan konsumen dalam membeli rumah pada perumahan bukit semarang baru (bsb) city di semarang. Jurnal Skripsi Ekonomi Manajemen , 3.
[11] Wibowo, D. H., Arifin, Z., & Sunarti. (2015). Analisis strategi pemasaran untuk meningkatkan daya saing UMKM (Studi pada Batik Diajeng Solo). Jurnal Administrasi Bisnis (JAB)|Vol. 29 No.1 , 3.
[12] Mongdong, V. G., & Tumewu, F. J. (2015). Analyzing the effect of marketing mix, service quality and brand equity on consumer buying decision in indomaret manado. Jurnal EMBA Vol.3 No.2 , 1-1.
[13] Nurmi. (2015). Pengaruh bauran pemasaran (marketing mix) terhadap keputusan pembelian produk kacang telor ayam pada pt. Cahaya anugrah sentosa di kota makassar. Jurnal Nurmi , 1.
[14] Umar, Z. A. (2010). Analisis daur hidup (product life cycle) produk ikan tuna olahan (Suatu penelitian DI PT. Betel Citra Seyan Gorontalo). Jurnal INOVASI Volume 7, No.3 , 2-4.
[15] Wibowo, D. H., Arifin, Z., & Sunarti. (2015). Analisis strategi pemasaran untuk meningkatkan daya saing UMKM (Studi pada Batik Diajeng Solo). Jurnal Administrasi Bisnis (JAB)|Vol. 29 No.1 , 3.
[16] Harsono, R. (2016). The impact of marketing mix (4p's) on customer loyalty towards toyota avanza. iBuss Management Vol. 4, No. 1 , 1-1.
[17] Widharta, P. W., & Sugiharto, S. M. (2013). Penyusunan strategi dan sistem penjualan dalam rangka meningkatkan penjualan toko damai. Jurnal manajemen pemasaran petra Vol. 2, No. 1 , 11.
[18] R. Listiyani, L. Linawati, dan L. R. Sasongko, “Analisis Proses Produksi Menggunakan Teori Antrian Secara Analitik dan Simulasi,” J. Rekayasa Sist. Ind., vol. 8, no. 1, hal. 9–18, 2019