Analisis Pengaruh Marketing Mix Terhadap Keputusan Pembelian Keju Mozzarella (Studi Kasus Di Cv Brawijaya Dairy Industry, Batu)

Wicaksono, Muhamad Luthfi Aji (2018) Analisis Pengaruh Marketing Mix Terhadap Keputusan Pembelian Keju Mozzarella (Studi Kasus Di Cv Brawijaya Dairy Industry, Batu). Sarjana thesis, Universitas Brawijaya.

Abstract

Keju merupakan salah satu produk olahan susu yang mempunyai nilai gizi yang cukup tinggi. Keju mozzarella merupakan keju asli Italia yang cara pembuatannya dengan pemasakan dan pemuluran curd dalam bak air panas, sehingga mempunyai karakteristik struktur berserabut dengan daya leleh dan kemuluran yang tinggi. Peningkatan konsumsi keju mozzarella mengakibatkan semakin banyak pula industri keju yang bermunculan untuk memenuhi kebutuhan konsumen. CV Brawijaya Dairy Industry adalah industri yang memproduksi keju mozzarella di Batu, Jawa Timur. Permasalahan yang dihadapi CV Brawijaya Dairy Industry adalah penjualan produk keju mozzarella yang belum stabil. Hal tersebut ditunjukkan dari produksi keju mozzarella dilakukan belum kontinyu karena permintaan konsumen yang masih sedikit. Oleh karena itu, CV Brawijaya Dairy Industry perlu melakukan perbaikan strategi pemasaran sehingga mampu mempengaruhi keputusan konsumen dalam pembelian produk. Tujuan penelitian ini adalah untuk mengetahui pengaruh marketing mix terhadap keputusan pembelian keju mozzarella. Metode penelitian yang digunakan adalah Partial Least Square. Data diperoleh dengan cara menyebarkan kuesioner responden 42 orang konsumen keju mozzarella BRADY dengan kriteria responden yang pernah mengkonsumsi keju mozzarella BRADY minimal 2 kali dan pembelian dilakukan pada 6 bulan terakhir. Pengambilan sampel dilakukan dengan teknik viii purposive sampling. Variabel laten eksogen dalam penelitian ini merupakan variabel marketing mix, yaitu variabel product (X1) dengan indikator rasa (X11), daya leleh (X12), kemuluran (X13), tekstur (X14), dan kemasan (X15), variabel price (X2) dengan indikator kesesuaian harga (X21), keterjangkauan harga (X22), dan diskon (X23), variabel place (X3) dengan indikator kedekatan lokasi (X31) dan mudah ditemukan (X32), variabel promotion (X4) dengan indikator personal selling (X41) dan iklan (X42). Variabel laten endogen yaitu variabel keputusan pembelian (Y) dengan indikator kemantapan pada produk (Y1), kepercayaan konsumen (Y2), dan pemenuhan kebutuhan (Y3). Hasil penelitian menunjukkan bahwa variabel product (X1), price (X2), dan promotion (X4) berpengaruh secara signifikan terhadap keputusan pembelian (Y). Variabel place (X3) tidak berpengaruh secara signifikan terhadap keputusan pembelian (Y). Variabel yang berpengaruh paling dominan terhadap keputusan pembelian produk keju mozzarella BRADY adalah variabel product (X1). Peneliti selanjutnya diharapkan dapat memperluas pembahasan mengenai variabel lain terhadap keputusan pembelian.

English Abstract

Cheese is one of the dairy products that have a high nutritional value. Mozzarella cheese is an authentic Italian cheese that is made by cooking and straching curd in a hot tub, so that it has the characteristics of a fibrous structure with high melting and elongation. Mozzarella cheese industries have been increasing due to the increasing demand. CV Brawijaya Dairy Industry is an industry that produces mozzarella cheese in Batu, East Java. The problem faced by CV Brawijaya Dairy Industry is the unstable sale of mozzarella cheese products. It is indicated by the production of mozzarella cheese that has not been carried out continuously because of small demand. Therefore, CV Brawijaya Dairy Industry needs to improve its marketing strategy for influencing consumer decisions in product purchases. This study aimed to determine the effect of marketing mix on the purchase decision of mozzarella cheese. Partial Least Square was used in this research. The data was colected by using questionnaire given to 42 consumers of mozzarella cheese BRADY with the criteria of respondents who had consumed BRADY mozzarella cheese at least 2 times and purchases were made in the last 6 months. Sampling was done by purposive sampling technique. The exogenous latent variables in this study were the marketing mix variables, i.e. product variable (X1) with indicators were taste (X11), melting abillity (X12), elongation (X13), texture (X14), and packaging (X15), variable prices (X2) with indicators were price suitability (X21), x affordability prices (X22), and discounts (X23), place variables (X3) with indicators were location distance (X31) and easily found product (X32), promotion variables (X4) with indicators were personal selling (X41) and advertising (X42). Endogenous latent variables were purchasing decision variables (Y) with indicators were product loyalty (Y1), consumer trust (Y2), and fulfillment of needs (Y3). The results showed that the product variable (X1), price (X2), and promotion (X4) had a significant effect on purchasing decisions (Y). Place variable (X3) didn’t significantly influence purchasing decisions (Y). The variable that most dominant influence on the purchasing decision for the product of Mozzarella BRADY cheese was the product variable (X1). It is sugested for further research to expand the discussion of other variables on purchasing decisions.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FTP/2018/625/051900655
Uncontrolled Keywords: Keju Mozzarella, Keputusan Pembelian, Marketing Mix, Partial Least Square,/ Marketing Mix, Mozzarella Cheese, Partial Least Square, Purchasing Decisions.
Subjects: 600 Technology (Applied sciences) > 633 Field and plantation crops > 633.3 Legumes, forage crops other than grasses and legumes
Divisions: Fakultas Teknologi Pertanian > Teknologi Industri Pertanian
Depositing User: Endang Susworini
Date Deposited: 05 Jul 2019 06:39
Last Modified: 17 Mar 2022 04:12
URI: http://repository.ub.ac.id/id/eprint/165104
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