Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Produk Ikan Segar Di “Rumah Ikan”, Jalan Bungur No.51, Kecamatan Lowokwaru, Kota Malang, Jawa Timur.

Sukarsa, Dewi Nuryana Rahmawati (2018) Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Produk Ikan Segar Di “Rumah Ikan”, Jalan Bungur No.51, Kecamatan Lowokwaru, Kota Malang, Jawa Timur. Sarjana thesis, Universitas Brawijaya.

Abstract

Ikan segar adalah salah satu dari banyak komoditas perikanan yang sangat penting dalam kehidupan masyarakat terutama masyarakat Indonesia. Didalam pengembangan agribisnis perikanan perlu adanya produk perikanan yang menjadi komoditas unggulan pada suatu pelabuhan perikanan. Hal ini bertujuan agar dapat mengetahui jenis komoditas yang akan menjadi prioritas produksi. Bauran pemasaran merupakan serangkaian cara untuk mengkoordinir dari produk, harga, tempat dan promosi yang diperlukan perusahaan untuk menghasilkan reaksi yang diinginkan di pasar. Terdapat beberapa variabel yang dikategorikan sebagai komponen dari bauran pemasaran. Terjadinya keputusan pembelian dapat di pengaruhi oleh faktor kebutuhan, harga, kemantapan akan suatu produk, dan pembelian ulang. Penelitian ini dilakukan untuk mengetahui dan menganalisa 1) Profil usaha dari “Rumah Ikan” meliputi sejarah berdirinya usaha tersebut., 2) Aspek teknis pada “Rumah Ikan” yang meliputi sarana dan prasarana serta alur pengadaan ikan, 3) Pengaruh bauran pemasaran atau marketing mix (4P) price, product, place, promotion, terhadap keputusan pembelian ikan segar pada “Rumah Ikan”, 4) Faktor bauran pemasaran yang paling berpengaruh terhadap keputusan pembelian produk ikan segar pada “Rumah Ikan. Hasil penelitian menunjukkan bahwa product, price, place mempengaruhi keputusan pembelian secara nyata dengan nilai signifikansi > 0,05, sedangkan promotion tidak memiliki pengaruh secara nyata karena memiliki nilai signifikansi < 0,05. Sehingga menyatakan

English Abstract

Fresh fish is one of many fishery commodities that is imperative in the life of the people, especially the people of Indonesia. In the development of fishery agribusiness, there needs to be a fishery product that becomes the leading commodity in the fishery port. It is intended to able to know the type of commodity that will become a production priority. Marketing mix is a series of event to coordinate the products, prices, places, and promotions that a company needs to produce the desired reaction in the marketplace. The occurrence of purchasing decision could be affected by necessity, price, stability of a product, and repeat purchase. This research is intended to know find out and analyze 1) The business profile of “Rumah Ikan”, including the history of the establishment of the business, 2) Technical aspects on "Rumah Ikan" which includes facilities and infrastructure and the flow of fish procurement, 3) The influence of marketing mix (4P) price, product, place, promotion, towards the decision of fresh fish purchasing, 4) The most influential marketing mix factor towards decision of fresh fish product purchasing in “Rumah Ikan”. The research’s result shows that product, price, place affect the purchasing decision significantly with significance value > 0,05, while promotion does not have any obvious influence with significance value < 0,05. So, it claims that the more widespread promotion is done, there will be a decrease in the purchasing decision.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FPR/2018/119/051803892
Uncontrolled Keywords: ikan segar, bauran pemasaran, keputusan pembelian
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Perikanan dan Ilmu Kelautan > Sosial Ekonomi Agrobisnis Perikanan
Depositing User: soegeng sugeng
Date Deposited: 31 May 2018 02:49
Last Modified: 24 Oct 2021 05:05
URI: http://repository.ub.ac.id/id/eprint/11273
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