Fuadah, Alisa Durrotul and Prof. Dr. Ir. Budi Setiawan, M.S and Prof. Dr. Ir. Syafrial, M.S (2024) Strategi Peningkatan Niat Beli Ulang Produk Olahan Bawang Merah Di Kota Malang. Magister thesis, Universitas Brawijaya.
Abstract
Komoditas hortikultura, terutama bawang merah, berperan penting dalam ekonomi Indonesia dengan permintaan tinggi dan potensi pengembangan. Diatur oleh Peraturan Menteri Pertanian No. 46 tahun 2019, bawang merah menjadi komoditas strategis, khususnya di Jawa Timur dan Jawa Tengah. Tantangan seperti sifat mudah rusak memerlukan penanganan pasca panen yang tepat dan pengembangan industri kecil, seperti bawang goreng, untuk meningkatkan nilai ekonomis dan menyerap tenaga kerja lokal. Strategi pemasaran yang efektif berdasarkan pemahaman terhadap perilaku konsumen dan konsep marketing mix (product, place, price, promotion, people, process, dan physical evidence) menjadi kunci untuk meningkatkan penjualan dan keberlanjutan industri kecil bawang merah goreng di Kota Malang. Berdasarkan latar belakang tersebut, tujuan penelitian ini ialah (1) menganalisis pengaruh product, place, price, promotion, people, process, dan physical evidence terhadap keputusan pembelian dan kepuasan konsumen, (2) menganalisis pengaruh product, place, price, promotion, people, process, dan physical evidence terhadap niat beli ulang yang dimediasi oleh keputusan pembelian, (3) menganalisis pengaruh product, place, price, promotion, people, process, dan physical evidence terhadap niat beli ulang yang dimediasi oleh kepuasan konsumen, serta (4) merumuskan strategi dalam manajemen pemasaran pada Bawang Goreng. Metode yang digunakan dalam penelitian ini yakni metode kuantitatif. Penelitian ini dilakukan pada Desember 2023 – Februari 2024. Penentuan sampel dilakukan dengan pendekatan non-probability sampling dengan teknik purposive sampling pada 224 responden. Metode pengumpulan data dilakukan dnegan menggunakan kuesioner. Metode analisis data yang diguanakan yakni metode analisis deskriptif dan metode analisis kuantitatif dengan menggunakan metode Structural Equation Modeling-Partial Least Square (SEM-PLS) dengan pendekatan WarpPLS. Hasil penelitian yang dilakukan menunjukkan bahwa faktor-faktor seperti product, price, promotion, people, process, dan physical evidence memiliki dampak yang signifikan terhadap keputusan pembelian bawang merah goreng di Kota Malang. Fokus pada peningkatan kualitas produk, harga terjangkau, promosi efektif, pelayanan pelanggan yang baik, proses pembelian yang mudah, dan bukti fisik yang meyakinkan dapat meningkatkan keputusan pembelian konsumen. Di sisi lain, kualitas produk, harga, lokasi, promosi, dan proses pembelian yang baik juga berkontribusi pada kepuasan pelanggan dalam pembelian bawang merah goreng. Kualitas produk yang baik, harga yang terjangkau, lokasi yang strategis, promosi yang efektif, serta proses pembelian yang lancar menjadi faktor utama yang dapat meingkatkan kepuasan pelanggan dalam melakukan pembelian bawang merah goreng. Product, price, people, promotion, process, dan physical evidence memiliki dampak signifikan terhadap repurchase intention di Kota Malang dengan mediasi purchase decision. Tingkat keputusan pembelian yang tinggi meningkatkan kemungkinan pembelian ulang. Dengan memastikan kualitas produk, harga yang sesuai, pelayanan yang baik, promosi efektif, proses pembelian yang mudah, dan bukti fisik yang meyakinkan, perusahaan dapat meningkatkan kepuasan konsumen dan memperkuat niat mereka untuk membeli kembali. Sedangkan pengaruh product, price, place, promotion, dan process terhadap repurchase intention dengan mediasi customer satisfaction menunjukkan peran signifikan dalam membentuk keinginan konsumen untuk membeli kembali produk. Kualitas produk, harga yang sesuai, lokasi yang mudah diakses, promosi yang efektif, dan proses pembelian yang efisien adalah faktor penting yang memengaruhi persepsi konsumen terhadap produk. Tingkat kepuasan konsumen dan proses pembelian yang baik meningkatkan kemungkinan pembelian ulang. Dengan menyediakan produk berkualitas, harga bersaing, lokasi strategis, promosi efektif, dan proses pembelian yang sederhana, perusahaan dapat meningkatkan kepuasan konsumen dan niat mereka untuk membeli kembali, mempertahankan dan meningkatkan pangsa pasar, serta membangun hubungan yang kuat dengan pelanggan di Kota Malang. Strategi pemasaran yang komprehensif menjadi kunci utama dalam meningkatkan penjualan produk bawang merah goreng. Integrasi quality control, inovasi produk, penetapan harga yang bersaing, strategi distribusi efisien, pemanfaatan media sosial, promosi langsung, pelatihan staf, serta menjaga kebersihan dan keteraturan tempat produksi menjadi langkah penting dalam memperkuat kepercayaan konsumen dan membangun reputasi perusahaan dalam industri bawang merah goreng di Kota Malang.
English Abstract
Horticultural commodities, especially shallots, play a crucial role in the Indonesian economy due to their high demand and development potential. Regulated by Minister of Agriculture Regulation No. 46 of 2019, shallots are considered a strategic commodity, particularly in East Java and Central Java. Challenges such as their perishable nature require proper post-harvest handling and the development of small industries, such as fried shallots, to increase economic value and absorb local labor. Effective marketing strategies based on an understanding of consumer behavior and the marketing mix concepts (product, place, price, promotion, people, process, and physical evidence) are key to increasing sales and the sustainability of small fried shallot industries in Malang City. Based on this background, the objectives of this research are: (1) to analyze the influence of product, place, price, promotion, people, process, and physical evidence on purchase decisions and consumer satisfaction, (2) to analyze the influence of product, place, price, promotion, people, process, and physical evidence on repurchase intention mediated by purchase decisions, (3) to analyze the influence of product, place, price, promotion, people, process, and physical evidence on repurchase intention mediated by consumer satisfaction, and (4) to formulate strategies in marketing management for fried shallots. The research method used is quantitative. This research was conducted from December 2023 to February 2024. Sample determination was carried out using a non-probability sampling approach with purposive sampling techniques on 224 respondents. Data collection methods were conducted using questionnaires. The data analysis methods used were descriptive analysis and quantitative analysis using Structural Equation Modeling-Partial Least Square (SEM-PLS) with the WarpPLS approach. The results of the research indicate that factors such as product, price, promotion, people, process, and physical evidence have a significant impact on the purchasing decisions of fried shallots in Malang City. Focusing on improving product quality, affordable pricing, effective promotions, good customer service, easy purchasing processes, and convincing physical evidence can enhance consumer purchase decisions. On the other hand, product quality, price, location, promotion, and good purchasing processes also contribute to customer satisfaction in purchasing fried shallots. Good product quality, affordable prices, strategic locations, effective promotions, and smooth purchasing processes are the main factors that can enhance customer satisfaction in purchasing fried shallots. Product, price, people, promotion, process, and physical evidence have a significant impact on repurchase intention in Malang City with the mediation of purchase decisions. High purchase decision levels increase the likelihood of repeat purchases. By ensuring product quality, appropriate pricing, good service, effective promotions, easy purchasing processes, and convincing physical evidence, companies can enhance consumer satisfaction and strengthen their intention to repurchase. Meanwhile, the influence of product, price, place, promotion, and process on repurchase intention mediated by customer satisfaction shows a significant role in shaping consumers' desire to repurchase the product. Productx quality, appropriate pricing, accessible locations, effective promotions, and efficient purchasing processes are important factors influencing consumer perceptions of the product. High consumer satisfaction and good purchasing processes increase the likelihood of repeat purchases. By providing quality products, competitive prices, strategic locations, effective promotions, and simple purchasing processes, companies can enhance consumer satisfaction and their intention to repurchase, maintain and increase market share, and build strong relationships with customers in Malang City. Comprehensive marketing strategies are the key to increasing sales of fried shallot products. Integrating quality control, product innovation, competitive pricing, efficient distribution strategies, leveraging social media, direct promotions, staff training, and maintaining cleanliness and orderliness of production sites are important steps in strengthening consumer trust and building the company's reputation in the fried shallot industry in Malang City
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 0424040040 |
| Divisions: | S2/S3 > Magister Ekonomi Pertanian, Fakultas Pertanian |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 02 Jul 2024 03:33 |
| Last Modified: | 02 Jul 2024 03:33 |
| URI: | http://repository.ub.ac.id/id/eprint/222259 |
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