Manalu, Abram Farraldo Maranatha and Dr. Zainal Abidin, S.Pi., MBA., MP (2023) Analisi Pengaruh Marketing Mix dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Nugget Ikan Merek So Good Di Jawa Timur. Sarjana thesis, Universitas Brawijaya.
Abstract
Indonesia merupakan negara dengan sumber karbohidrat dan protein yang sangat beragam yang dapat dimanfaatkan sebagai bahan pangan bergizi, termasuk ikan. Banyak penelitian ilmiah yang dilakukan oleh para ahli kesehatan dan gizi di seluruh dunia menunjukkan bahwa ikan merupakan makanan yang sangat baik untuk kesehatan dan kecerdasan manusia. So Good berfokus pada penyediaan makanan berprotein tinggi yang nyaman dan berkualitas. So Good terus mengembangkan produknya. Salah satu hasil inovasi produk So Good adalah So Good Fish Nuggets. So Good Fish Nuggets merupakan produk berbahan dasar ikan segar yang diolah menjadi nugget. Ikan yang So Good gunakan adalah ikan nila. Penting bagi So Good untuk menerapkan bauran pemasaran guna membantu dalam melakukan pengembangan, perencanaan, serta penerapan electronic word of mouth yang lebih efektif yang dapat meningkatkan dan menimbulkan keputusan dalam pembelian produk nugget ikan So Good. Penelitian ini bertujuan untuk mengetahui pengaruh marketing mix dan electronic word of mouth terhadap keputusan pembelian, dan peran electronic word of mouth memediasi hubungan marketing mix terhadap keputusan pembelian. Penelitian ini dilaksanakan selama desember 2022 – mei 2023 dengan menggunakan deksriptif kuantitatif. Adapun sampel yang digunakan dalam penelitian ini berjumlah 107 orang yang pernah melakukan pembelian produk nugget ikan So Good dalam kurun waktu satu tahun terakhir dengan kriteria minimal 17 tahun dan memiliki sosial media. Adapun analisis data yang digunakan yaitu dengan menggunakan WarpPLS SEM Method serta analisis deskriptif. Hasil dari penelitian ini menunjukkan bahwa marketing mix dan electronic word of mouth (EWOM) dapat menentukan tingkat keputusan pembelian produk nugget ikan So Good. Semakin baik manajemen mengelola marketing mix dan electronic word of mouth (EWOM) nugget ikan So Good maka semakin besar keputusan untuk membeli produk nugget ikan So Good. Bauran pemasaran melalui Electronic word of mouth dapat menentukan tingkat keputusan pembelian produk nugget ikan So Good. Semakin tinggi penilaian masyarakat terhadap bauran pemasaran melalui electronic word of mouth So Good maka semakin tinggi juga pengambilan keputusan pembelian yang timbul terhadap produk nugget ikan So Good. Saran untuk pihak So Good, Maraketing mix dan electronic word of mouth terbukti dapat menentukan tingkat keputusan pembelian, pihak So Good sebaiknya melanjutkan pemanfaatan Marketing mix dan electronic word of mouth yang positif agar dapat terus meningkatkan keputusan membeli konsumen terhadap produk nugget ikan So Good. Penelitian selanjutnya diharapkan dapat meneliti terkait variabel lain di luar variabel bauran pemasaran dan electronic word of mouth yang mempengaruhi keputusan pembelian, misalnya brand image,citra merk dan lainnya.
English Abstract
Indonesia is a country with very diverse sources of carbohydrates and protein that can be used as nutritious food, including fish. Many scientific studies conducted by health and nutrition experts around the world show that fish is an excellent food for human health and intelligence. So Good focuses on providing convenient and quality high protein food. So Good continues to develop its products. One result of So Good product innovation is So Good Fish Nuggets. So Good Fish Nuggets is a product made from fresh fish which is processed into nuggets. The fish that So Good uses is tilapia. It is important for So Good to implement a marketing mix to assist in developing, planning, and implementing more effective electronic word of mouth which can improve and lead to decisions in purchasing So Good fish nugget products. This study aims to determine the effect of marketing mix and electronic word of mouth on purchasing decisions, and the role of electronic word of mouth mediating the relationship between marketing mix and purchasing decisions. This research was conducted during December 2022 – May 2023 using quantitative descriptive. The sample used in this study was 107 people who had purchased So Good fish nuggets in the past year with a minimum age of 17 and had social media. The data analysis used is by using the WarpPLS SEM Method and descriptive analysis. The results of this study indicate that the marketing mix and electronic word of mouth (EWOM) can determine the level of purchasing decisions for So Good fish nugget products. The better management manages the marketing mix and electronic word of mouth (EWOM) of So Good fish nuggets, the greater the decision to buy So Good fish nugget products. The marketing mix through electronic word of mouth can determine the level of purchasing decisions for So Good fish nugget products. The higher the public's assessment of the marketing mix through electronic word of mouth So Good, the higher the purchase decision that arises for So Good fish nugget products. Suggestions for So Good, marketing mix and electronic word of mouth are proven to be able to determine the level of purchasing decisions, So Good parties should continue to use positive marketing mix and electronic word of mouth in order to continue to increase consumer buying decisions for So Good fish nugget products. Future research is expected to be able to examine other variables outside the marketing mix variable and electronic word of mouth that influence purchasing decisions, for example brand image, brand image and others.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523080048 |
| 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: | soegeng sugeng |
| Date Deposited: | 21 Aug 2023 01:21 |
| Last Modified: | 21 Aug 2023 01:21 |
| URI: | http://repository.ub.ac.id/id/eprint/202546 |
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