Carolina, Etty (2014) Pengaruh Marketing Mix (7P) dan Perilaku Konsumen Terhadap Keputusan Pembelian Produk Healthy Food Bar di Malang. Magister thesis, Universitas Brawijaya.
Abstract
Peningkatan aktivitas dan pendapatan penduduk, mendorong semakin diperlukannya makanan dan minuman yang praktis, mudah, dan cepat cara penyajiannya serta bergizi tinggi. Healthy Food Bar (HFB) merupakan produk yang mempertimbangkan nilai gizi yang tinggi dan berguna untuk kesehatan. Makanan ini mengandung gula sehingga memberikan suplai energi, tahan lama (awet), siap makan, terbuat dari tepung-tepungan yang memiliki kandungan protein, karbohidrat, serta vitamin dan cocok dimakan untuk segala usia, dibentuk menjadi bentuk padat dan kompak (a food bar form). Keputusan pembelian produk HFB dipengaruhi oleh marketing mix yaitu product, price, place, promotion, people, physical evidence, dan proccess (7P) serta perilaku konsumen.Tujuan penelitian ini untuk mengetahui pengaruh secara simultan dan parsial variabel-variabel dalam marketing mix yang terdiri atas atribut produk, harga (x1.2), saluran distribusi (x1.3), promosi (x1.4), orang (x1.5), proses (x1.6), lingkungan fisik (x1.7) serta variabel-variabel dalam perilaku konsumen yang terdiri atas faktor lingkungan (x2.1), faktor individu (x2.2), faktor psikologis (x2.3) terhadap keputusan pembelian HFB. Penelitian dilakukan dengan menyebarkan kuesioner pada 100 konsumen HFB yang dipilih berdasarkan metode judgement sampling. Data yang diperoleh dianalisis dengan metode Regresi Linier Berganda.Hasil analisis diperoleh bahwa variabel marketing mix (produk, harga, saluran distribusi, promosi, orang, proses, lingkungan fisik) dan perilaku konsumen (faktor lingkungan, individu, psikologis) secara simultan berpengaruh signifikan terhadap keputusan pembelian produk HFB. Namun demikian secara parsial variabel marketing mix (produk, harga, saluran distribusi, promosi, orang, proses) dan variabel perilaku konsumen (faktor lingkungan, individu, psikologis) berpengaruh signifikan terhadap keputusan pembelian produk HFB sedangkan variabel lingkungn fisik berpengaruh tidak signifikan terhadap keputusan pembelian produk HFB.
English Abstract
improvement of activity and income citizen need practical, easy, fast, and nutritious foods. Healthy Food Bar ( HFB ) is a product that is considered a high value nutritional and it is useful for our health. It is contains sugar so that can supply energy, durable, ready to eat, made of flavor which contain protein, carbohydrate and vitamin which is suitable for people in any age. It is also a food bar form. purchasing decision product HFB is influenced by marketing mix. re are product, price, place, promotion, people, physical evidence, proccess (7P) and consumer behavior. research aims at knowing simultan influence and parcial variables in marketing mix which include product attribute, prize (x1.2), place (x1.3), promotion (x1.4), people (x1.5), process (x1.6), physical evidence (x1.7) and also consumer behavior variables which include environment factor (x2.1), individual factor (x2.2), psychology factor (x2.3) to to purchasing decision HFB. This research is done by distributing questioner to 100 HFB consumers which is choosen by using judgement sampling. Data were analized by using Multiple Linear Regression method. result of analysis show that marketing mix variables (product, price, place, promotion, people, physical evidence, process) and consumer behavior environment factor, individual factor, psychology factor) simultaneously significant influence to purchasing decision of HFB product. Partially, marketing mix variables (product, price, place, promotion, people, physical evidence, process) and consumer behavior variables (individual factor, psychology factor) significantly influence to purchasing decision of HFB product which is environment factor variables is not significantly influence to purchasing decision of HFB product.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.8/CAR/p/041500574 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Hasil Pertanian |
| Depositing User: | Samsul Arifin |
| Date Deposited: | 27 Mar 2015 10:17 |
| Last Modified: | 27 Mar 2015 10:17 |
| URI: | http://repository.ub.ac.id/id/eprint/159824 |
Actions (login required)
 |
View Item |