Pengaruh Bauran Pemasaran (7p) Dan Electronic Word Of Mouth Terhadap Minat Membeli Produk Ikan Gurami Asam Manis (Studi Kasus Resto Ocean Garden Di Kota Malang)

Pambudi, Ilham Khawarizmi and Dr. Zainal Abidin, S.Pi., MBA, MP (2022) Pengaruh Bauran Pemasaran (7p) Dan Electronic Word Of Mouth Terhadap Minat Membeli Produk Ikan Gurami Asam Manis (Studi Kasus Resto Ocean Garden Di Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Jumlah konsumsi ikan per kg/kapita/tahun di Indonesia masih sangat rendah jika dibandingkan dengan beberapa Negara tetangga di ASEAN, di mana Indonesia hanya mencapai angka 43.94 kg/kapita pada tahun 2016 sementara pada tahun yang sama, Malaysia dan Singapura bisa mencapai 70 dan 80 kg/kapita. Padahal, ikan mengandung bayak nutrisi yang sangat baik jika dikonsumsi manusia, salah satunya adalah protein. Salah satu ikan lokal yang kaya akan protein dan banyak peminatnya di Indonesia yaitu ikan gurami. Di Kota Malang, salah satu restoran yang menyediakan masakan ikan gurami sebagai salah satu produk unggulannya yaitu Ocean Garden Resto yang telah eksis sejak 2009 dan sampai saat ini sudah memiliki tiga cabang di Kota Malang. Salah satu olahan ikan gurami yang paling populer di Indonesia ada ikan gurami asam manis, yang juga merupakan salah satu menu andalan di Resto Ocean Garden. Tujuan dilakukannya penelitian ini adalah untuk menganalisis dan mendeskripsikan hubungan bauran pemasaran (7P) dan electronic word of mouth terhadap minat membeli produk ikan gurami asam manis di Resto Ocean Garden Kota Malang. Sampel pada penelitian ini sebanyak 115 konsumen yang pernah berkunjung ke salah satu cabang Resto Ocean Garden di Kota Malang. Teknik pengambilan sampel penelitian ini menggunakan nonprobability dengan teknik purposive sampling. Kriteria sampel yaitu konsumen Resto Ocean Garen yang pernah mengunjungi setidaknya satu kali salah satu cabang di Kota Malang serta minimal usia 17 Tahun. Teknik analisis data yang digunakan adalah analisis deskriptif wan WarpPLS. Berdasarkan hasil analisis data menggunakan software WarpPLS, didapatkan hasil yaitu variabel bauran pemasaran (X1) berpengaruh signifikan terhadap variabel minat membeli (Y) dengan nilai signifikansi sebesar <0.001 dan nilai koefisien jalur sebesar 0.430 dan variabel electronic word of mouth (X2) berpengaruh signifikan terhadap variabel minat membeli (Y) dengan nilai signifikansi sebesar <0.001 dan nilai koefisien jalur sebesar 0.372, variabel bauran pemasaran (X1) berpengaruh signifikan terhadap variabel minat membeli (Y) dimediasi oleh variabel electronic word of mouth (X2) dengan nilai signifikansi sebesar <0.001 dan nilai koefisien jalur sebesar 0.301. Hasil penelitian ini menunjukan bahwa tingkat minat membeli konsumen dipengaruhi oleh tinggi rendahnya persepsi konsumen terhadap bauran pemasaran dan/atau electronic word of mouth. Hubungan antar variabel tersebut menunjukan hasil positif, artinya semakin baik persepsi masyarakat terhadap bauran pemasaran dan electronic word of mouth Resto Ocean Garden Kota Malang, maka semakin tinggi pula minat membeli konsumen. Saran untuk penelitian selanjutnya dapat melakukan penelitian terkait minat membeli dengan menambah variabel yang berpotensial dalam penelitian masa depan dan melakukan penelitian dengan rentang waktu yang lebih luas sehingga didaptkan hasil lebih luas dan akurat dengan memperhatikan indikator dan menambah ruang lingkup sampel yang digunakan. Hasil penelitian ini dapat dijadikan pihak pengelola Resto Ocean Garden Kota Malang sebagai salah satu kekuatan dalam strategi pemasaran dengan meningkatkan aspek – aspek bauran pemasaran dan electronic word of mouth sehingga meningkatkan minat membeli konsumen.

English Abstract

The amount of fish consumption per kg/capita/year in Indonesia is still very low when compared to several neighboring ASEAN countries, where Indonesia only reached 43.94 kg/capita in 2016 while in At the same time, Malaysia and Singapore can reach 70 and 80 kg/capita. In fact, fish contains many nutrients that are very good for human consumption, one of which is protein. One of the local fish that is rich in protein and is in great demand in Indonesia is the gourami. In Malang City, one of the restaurants that provides gouramy dishes as one of their superior products is Ocean Garden Resto which has existed since 2009 and until now has three branches in Malang City. One of the most popular processed carp in Indonesia is sweet and sour carp, which is also one of the mainstay menus at Resto Ocean Garden. The purpose of this study was to analyze and describe the relationship between the marketing mix (7P) and electronic word of mouth on the interest in buying sweet and sour gouramy products at Ocean Garden Resto, Malang City. The sample in this study were 115 consumers who had visited one of the branches of the Ocean Garden Restaurant in Malang City. The sampling technique for this study used nonprobability with a purposive sampling technique. The sample criteria are Resto Ocean Garen consumers who have visited at least one branch in Malang City and are at least 17 years old. The data analysis technique used is descriptive analysis with WarpPLS. Based on the results of data analysis using WarpPLS software, the results obtained are that the marketing mix variable (X1) has a significant effect on the purchase intention variable (Y) with a significance value of <0.001 and a path coefficient value of 0.430 and electronic word of mouth variable (X2) has a significant effect on the purchase intention variable (Y) with a significance value of <0.001 and the path coefficient value of 0.372, the marketing mix variable (X1) has a significant effect on the purchase intention variable (Y) mediated by the electronic word of mouth variable (X2) with a significance value of <0.001 and the path coefficient value of 0.301. The results of this study indicate that the level of consumer buying interest is influenced by the level of consumer perceptions of the marketing mix and/or electronic word of mouth. The relationship between these variables shows positive results, meaning that the better the public's perception of the marketing mix and electronic word of mouth Resto Ocean Garden Malang City, the higher the consumer's buying interest. Suggestions for further research are to conduct research related to buying interest by adding potential variables in future research and conducting research with a wider time span so that broader and more accurate results are obtained by taking into account indicators and increasing the scope of the sample used. The results of this study can be used as the management of the Ocean Garden Resto in Malang City as one of the strengths in the marketing strategy by increasing aspects of the marketing mix and electronic word of mouth so as to increase consumer buying interest.

Item Type:	Thesis (Sarjana)
Identification Number:	0522080277
Subjects:	300 Social sciences > 338 Production > 338.3 Other extractive industries > 338.37 Products > 338.372 Products of fishing, whaling, hunting, trapping > 338.372 7 Products of fishing, whaling, hunting, trapping (Fishing)
Divisions:	Fakultas Perikanan dan Ilmu Kelautan > Agrobisnis Perikanan
Depositing User:	Sugeng Moelyono
Date Deposited:	04 Apr 2023 02:38
Last Modified:	04 Apr 2023 02:38
URI:	http://repository.ub.ac.id/id/eprint/197876

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