Analisis Bauran Pemasaran Yang Mempengaruhi Keputusan Pembelian Madu Oleh Konsumen Di Kota Batu Jawa Timur

Masyithoh, Dewi (2017) Analisis Bauran Pemasaran Yang Mempengaruhi Keputusan Pembelian Madu Oleh Konsumen Di Kota Batu Jawa Timur. Magister thesis, Universitas Brawijaya.

Abstract

Populasi dalam penelitian meliputi seluruh wisatawan yang berkunjung pada tempat penjualan madu yang berada di kawasan wisata terpilih. Penentuan sampel dalam penelitian ini menggunakan metode accidentalsampling. Data yang di kumpulkan dalam penelitian terdiri dari data primer dan data sekunder. Data primer di peroleh dengan cara pengamatan, wawancara dan memberikan kuisioner kepada responden. Pengambilan data primer dilakukan dengan menyerahkan angket berupa item-item pertanyaan secara langsung kepada responden. Data sekunder di peroleh dari instansi-instansi terkait dengan penelitian seperti Dinas Peternakan, Badan Pusat Statistik (BPS). Departemen Perindustrian dan Perdagangan, Dinas Pariwisata Kota Batu. Hasil penelitian menunjukkan bahwa Variabel produk dengan sub variabel merek dan rasa sebagian besar responden menanggapi bahwa merek dan rasa madu mempengaruhi keputusan pembelian madu. Hal tersebut ditunjukkan melalui skor rata-rata pada sub variabel merek dan rasa sebesar 3,8. Variabel produk dengan sub variabel kedua yaitu tentang ukuran produk. Skor rata-rata untuk sub variabel ukuran adalah 3,7. sub variabel harga yang pertama yang mempengaruhi keputusan pembelian madu antara lain kejelasan harga, harga dan kesesuaian harga dengan kualitas produk dengan skor rata-rata 3,8. Penilaian terhadap sub variabel harga kedua yang mempengaruhi keputusan pembelian produk madu yaitu perbandingan harga antar produk madu yang ditunjukkan dengan skor rata-rata yang cukup tinggi pula yakni sebesar 3,7. Sub bab variabel pertama yang paling mendominasi berdasarkan jawaban responden adalah kebersihan tempat dengan rata-rata skor 3,8 dimana sebanyak 52,22% responden setuju bahwa kebersihan tempat mempengaruhi keputusan pembelian madu. Sub bab variabel yang kedua adalah lokasi dengan skor rata-rata 3,7 dimana sebanyak 47,22% responden setuju bahwa lokasi yang strategis akan mempengaruhi keputusan pembelian madu, responden lebih memilih akses tempat penjualan madu kategori mudah dimana jaraknya dekat serta akses jalan mudah dan terdapat kendaran umum yang melalui tempat tersebut. x Sub bab variabel pertama yang paling mendominasi berdasarkan jawaban responden adalah promosi sales dengan rata-rata skor 4,0 dimana sebanyak 46,11% responden setuju bahwa promosi dari sales yang diberikan toko atau penjual yang cukup beragam akan mempengaruhi keputusan pembelian madu. Sub bab variabel yang kedua adalah informasi dari mulut ke mulut mengenai produk madu dengan skor rata-rata sebesar 3,8. Sebanyak 51,11% responden setuju bahwa perolehan informasi serta promosi mengenai produk madu akan mempengaruhi keputusan pembelian madu. Sub bab variabel yang ketiga adalah penjualan individu secara langsung dengan skor rata-rata 3,5 dimana dimana sebanyak 46,67% responden ragu-ragu dan 41,67% responden setuju dengan adanya penjualan individu secara langsung akan mempengaruhi keputusan pembelian madu. Sub bab variabel yang keempat adalah hubungan publik yang baik dengan skor rata-rata sebesar 3,4. Sebanyak 42,22% responden setuju bahwa hubungan publik yang baik dari penjualan madu akan mempengaruhi keputusan pembelian madu. Hasil analisis regresi menunjukkan nilai koefisien determinasi pengaruh bauran pemasaran adalah 0,662 yang berarti 66,2% keputusan pembelian madu dipengaruhi oleh enam faktor tersebut dan sisanya sebesar 33,8% dipengaruhi faktor lain. Berdasarkan hasil penelitian dapat disimpulkan 1) Keputusan pembelian produk madu bahwa responden setuju akan merekomendasikan kerabat mereka untuk membeli madu. Mayoritas responden melakukan pembelian yaitu 3 kali dalam 2 bulan untuk di konsumsi sebagai penambah stamina. Konsumen melakukan pembelian madu 2-3 kali dalam waktu satu bulan karena cocok dengan khasiat yang terdapat dalam madu, frekuensi pembelian madu dalam kurun waktu tertentu akan mempengaruhi keputusan pembelian madu. 2) Faktor yang paling mempengaruhi keputusan pembelian madu faktor tempat dan promosi, dan faktor merek dan keterjangkauan harga. Kedua faktor tersebut berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen sebesar 66,2%. Pengaruh dominan pada faktor pertama diwakili oleh promosi sales, sedangkan faktor kedua yang dominan dalam berpengaruh pada keputusan pembelian adalah ukuran produk. Beberapa saran yang dapat di rekomendasikan 1) Setiap outlet penjualan madu agar tetap menjaga kualitas produk serta kesesuaian harga tiap kemasan dan pelayanan bagi konsumen, sehingga konsumen dapat menjadi pelanggan yang loyal. 2) Untuk meningkatkan daya saing manajemen outlet memperhatikan pelayanan kepada konsumen misalnya dengan memberikan pelayanan yang cepat dan tepat, memberikan pelayanan yang ramah kepada semua konsumen hal ini penting guna mewujudkan kepuasan konsumen. 3). Sebaiknya PT Kembangjoyo memiliki program khusus untuk mendekati konsumen dengan cara mengadakan workshop pengenalan madu dan karakteristiknya ketika weekend pada outlet yang berada di lokasi wisata untuk mengenalkan merek dan produk kepada konsumen.

English Abstract

The research was conducted at Eco Green Park, Batu Night Spectaculer (BNS), Kusuma Agrowisata, East Java Park 1 and Angkut Museum which has a honey selling place (outlet) in Batu City of Java in April to May 2017. The purpose of research is to know decision purchase of honey by consumers to the honey products in Batu City and know the marketing mix factors that influence consumer purchasing decisions on honey products in Batu City. This research is useful to provide information related to the characteristics and behavior of consumers so it can be used to develop the marketing of honey products, to supply consumer desire and necessary for honey products sell by the company. Determination of sample in this research using accidental sampling method. The data collected in the research consist of primary data and secondary data. The results showed that product variables with sub variable brand and taste most respondents responded that the brand and taste of honey influenced the purchasing decision of honey. It is shown through the average score on the sub variable of brand and taste of 3.8. The product variable with the second sub variable is about the size of the product. The average score for sub size variables is 3.7. the first price sub variables affect the purchase decision of honey include price clarity, price and price conformity with product quality with an average score of 3.8. Assessment of second price sub variable affecting purchasing decision of honey product is price comparison between honey product shown by high average score which is also high that is equal to 3,7. The result of regression analysis shows that the coefficient of determination of influence of marketing mix is 0,662 which means 66,2% honey purchase decision influenced by six factors and the rest equal to 33,8% influenced by another factor. Based on the results of the research can be concluded 1) The purchase decision of honey products that respondents agree will recommend their families to buy honey. 2) The factors that most influence purchasing decision are place and promotion honey factor, and brand factor and affordability of price. Both factors have a positive and significant impact on consumer purchasing decisions of 66.2%.

Item Type: Thesis (Magister)
Identification Number: TES/658.8/MAS/a/2017/041712456
Uncontrolled Keywords: MARKETING, CONSUMERS - ATTITUDES, CONSUMER PREFERENCES, HONEY - NARKETING
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: S2/S3 > Magister Ilmu Ternak, Fakultas Peternakan
Depositing User: Nur Cholis
Date Deposited: 11 Apr 2018 04:31
Last Modified: 25 Nov 2021 06:38
URI: http://repository.ub.ac.id/id/eprint/9342
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