Pengaruh Bauran Pemasaran (7P) Terhadap Keputusan Pembelian Whey Protein Muscle First: Studi Kasus pada Prestige Fitness Kota Malang.

Abdillah, Maulana (2024) Pengaruh Bauran Pemasaran (7P) Terhadap Keputusan Pembelian Whey Protein Muscle First: Studi Kasus pada Prestige Fitness Kota Malang. Sarjana thesis, Universitas Brawijaya.

Abstract

Era pasca pandemi Covid-19 turut memberikan dampak terhadap kebudayaan masyarakat global termasuk masyarakat Indonesia yang lebih memperhatikan gaya hidup sehat. Pandemi Covid-19 yang menyerang imunitas tubuh kemudian mendorong masyarakat untuk melakukan berbagai aktivitas guna menjaga imunitasnya termasuk olahraga fitness atau gym. Aktivitas gym yang pada awalnya menjadi bentuk implementasi gaya hidup sehat tersebut kemudian bergeser menjadi tren di kalangan masyarakat hingga menjadi gaya hidup tersendiri. Fakta tersebut diperkuat oleh meningkatnya member gym nasional berdasarkan data FIT HUB yang menunjukkan peningkatan hingga 5.6 kali lipat. Tren fitness yang berhubungan dengan bodybuilding kemudian meningkatkan permintaan whey protein yang turut memperpanas kompetisi perusahaan pemasoknya termasuk Muscle First yang kian turun pamornya pada kuartal ketiga 2022. Maka dari itu dibutuhkan strategi masukan untuk perusahaan terkait guna berkompetisi yang kemudian merujuk pada konsep Bauran Pemasaran sebagai filter awal bagi kegiatan pemasaran yang dilakukan Muscle First. Penelitian ini bertujuan untuk mengidentifikasi, serta mengetahui pengaruh Bauran Pemasaran (7P) terhadap Keputusan Pembelian produk Muscle First di Prestige Fitness Kota Malang. Penelitian ini dilakukan menggunakan pendekatan kuantitatif, dengan teknik pengambilan sampel menggunakan convenience sampling. Dengan kriteria adalah member Prestige Fitness yang pernah membeli produk Muscle First, sampel yang didapatkan adalah sebanyak 51 responden. Data dikumpulkan secara online menggunakan platform Google Form. Proses identifikasi terhadap variabel Bauran Pemasaran meliputi Product, Price, Place, Promotion, People, Process, serta physical evidence sekaligus variabel Keputusan Pembelian dilakukan secara deskriptif. Lalu hubungan antar variabel tersebut dilakukan menggunakan metode analisis SEM-PLS dengan bantuan perangkat lunak WarpPLS versi 8.0 Hasil Penelitian menunjukkan bahwa Prestige Fitness dalam menjual produk Muscle First telah memperhatikan sebagian besar elemen Bauran Pemasaran 7P, seperti Product, Place, People, Process, dan Physical Evidence, tetapi belum menerapkan konsep Price dan Promotion, yang terlihat dari ketiadaan diskon, label harga pada produk, dan kurangnya upaya promosi. Meskipun demikian, Keputusan Pembelian Muscle First di Prestige Fitness Kota Malang tetap tinggi, menunjukkan bahwa konsumen cenderung membeli produk ini berdasarkan kualitas, merek, dan saluran pembelian, bahkan tanpa adanya strategi harga dan promosi. Analisis statistik dengan metode SEM-PLS juga membuktikan bahwa elemen-elemen Bauran Pemasaran, kecuali Price dan Promotion, secara signifikan mempengaruhi Keputusan Pembelian produk Muscle First di Prestige Fitness Kota Malang. Berdasarkan hasil penelitian tersebut, beberapa saran yang diusulkan oleh peneliti meliputi penyematan label harga pada display produk Muscle First dengan harapan dapat menarik minat konsumen yang enggan bertanya atau khawatir tertipu oleh harga, sehingga potensial meningkatkan penjualan; upaya peningkatan aspek promosi oleh Prestige Fitness, terutama melalui penyematan poster berkaitan dengan produk, dimana diharapkan dapat memperbaiki skor rendah pada data deskriptif dan meningkatkan penjualan Muscle First; serta peletakan produk Muscle First yang lebih bersih dan terstruktur di etalase yang diharapkan dapat mengatasi kesan negatif konsumen terkait kebersihan produk dan memudahkan pemahaman konsumen terhadap display produk.

English Abstract

The post-Covid-19 pandemic era has significantly impacted the global culture, including Indonesian society, which has shown increased attention to a healthy lifestyle. The Covid-19 pandemic, affecting the body's immunity, has prompted people to engage in various activities to maintain their immunity, including fitness or gym workouts. Initially, gym activities were a manifestation of a healthy lifestyle but have since evolved into a trend among the public, ultimately becoming a lifestyle of its own. This fact is supported by the increase in national gym members, as indicated by FIT HUB data showing a 5.6-fold increase. The fitness trend, particularly in bodybuilding, has led to a heightened demand for whey protein, intensifying the competition among suppliers, including Muscle First, which experienced a decline in popularity in the third quarter of 2022. Hence, strategic input is needed for the company to compete, referencing the Marketing Mix concept as an initial filter for Muscle First's marketing activities. This research aims to identify and understand the influence of the Marketing Mix (7P) on the purchasing decisions of Muscle First products at Prestige Fitness in Malang City. The study adopts a quantitative approach, employing convenience sampling to select participants from Prestige Fitness who have previously purchased Muscle First products, resulting in a sample of 51 respondents. Data collection is conducted online through the Google Form platform. The identification process for Marketing Mix variables, including Product, Price, Place, Promotion, People, Process, and Physical Evidence, along with the Purchasing Decision variable, is carried out descriptively. The relationships between these variables are then analyzed using the SEM-PLS method with the assistance of WarpPLS software version 8.0. The research findings reveal that Prestige Fitness, in selling Muscle First products, has considered most elements of the 7P Marketing Mix, such as Product, Place, People, Process, and Physical Evidence, but has not implemented the Price and Promotion concepts. It can be seen from the absence of discounts, price labels on products, and a lack of promotional efforts. Nevertheless, the Purchasing Decision for Muscle First at Prestige Fitness in Malang remains high, indicating that consumers tend to buy the product based on quality, brand, and the purchasing channel, even without a pricing and promotional strategy. Statistical analysis using the SEM-PLS method also proves that Marketing Mix elements, excluding Price and Promotion, significantly influence the Purchasing Decision for Muscle First at Prestige Fitness in Malang. Based on these research findings, several recommendations are proposed, including the addition of price labels on Muscle First product displays to attract consumers who are reluctant to inquire or fear being misled by prices, potentially boosting sales. Efforts to improve the promotional aspect by Prestige Fitness, particularly through the placement of posters related to products, are suggested to enhance descriptive data scores and increase Muscle First sales. Additionally, the cleaner and more structured placement of Muscle First products in the display is recommended to overcome negative consumer impressions regarding product cleanliness and facilitate consumer understanding of the product display.

Item Type:	Thesis (Sarjana)
Identification Number:	0524040006
Divisions:	Fakultas Pertanian > Sosial Ekonomi Pertanian
Depositing User:	agung
Date Deposited:	01 Feb 2024 02:55
Last Modified:	01 Feb 2024 02:55
URI:	http://repository.ub.ac.id/id/eprint/215305

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