The Effect Of Products, Promotions And Prices On Mizon's Purchasing Decision At Alfamart Sungai Harapan
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Published:
Aug 15, 2022
Keywords:
Product, Promotion, Price, Purchase Decision
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Computer Science
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Abstract
The management of the company always tries and strives to develop its business by selling quality products. The purpose of this study is to determine the influence of products, promotions and prices on purchasing decisions. The population of this study was Mizon consumers in Alfamart Sungai Harapan which amounted to 270 people. The sample consisted of 73 respondents, which were taken bythe accidental sampling method. Data analysis used multiple regression and hypothesis testing and used SPSS version 23. The results of this study concluded that. Product variables, partial, have a significant effect on purchasing decisions. Promotion variables partially have a significant effect on purchasing decisions. Price variables partially have a significant effect on purchasing decisions. Product, promotion and price variables simultaneously have a significant effect on purchasing decisions.
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Fadli, Yandra Rivaldo, Shandrya Victor Kamanda and Edi Yusman (2022) “The Effect Of Products, Promotions And Prices On Mizon’s Purchasing Decision At Alfamart Sungai Harapan”, Jurnal Mantik, 6(2), pp. 2393-2399. doi: 10.35335/mantik.v6i2.2811.
References
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[34] D. T. S. M. F. M. D. F. T. A. Pribadi, “The Influence Of Product Innovation And Price On Customer Satisfaction In Halodoc Health Application Services During COVID-19 (Survey of HaloDoc App Users in Bandung In 2021),” Turkish J. Comput. Math. Educ., vol. 12, no. 8, pp. 1716–1722, 2021.
[35] Y. H. M. R. M. Aqsa, “Green Product and Consumer Buying Interest to Customer Satisfaction ( Study on Customers of The Icon Cafe Palopo City ),” Mantik, vol. 5, no. 36, pp. 2275–2279, 2022.
[36] U. K. A. K. M. A. Ma`arif, “The Effect of Promotion on the Decision to Choose a Higher Education through the Brand Image of Education,” Al-Ishlah J. Pendidik., vol. 9490, no. 3, pp. 1–11, 2021.
[37] F. T. Anugrah, “Effect of Promotion and Ease of Use on Customer Satisfaction and Loyalty on OVO Application Users,” Quant. Econ. Manag. Stud., vol. 1, no. 1, pp. 44–50, 2020.
[38] G. P. B. S. K. D. O. Miranti, “The Influence of Products and Promotional Mix on T ourists ’ Decision?: ( Case Study of Pramuka Bee Park , Cibubur , East Jakarta ),” Budapest Int. Res. Critics Institute-Journal, vol. 5, no. 1, pp. 1756–1764, 2022.
[2] N. M. F. A. S. D. N. R. A. Fadli, “Survive amidst the Competition of Private Maximizing Brand Image and Interest in Studying Universities by,” Al-Ishlah J. Pendidik., vol. 14, pp. 3317–3328, 2022.
[3] P. K. K. L. Keller, Manajemen Pemasaran Edisi 12. Jakarta: Erlangga, 2016.
[4] P. Kotler, Manajemen Pemasaran, 13th ed. Jakarta: Prehallindo, 2009.
[5] Nasib, “Pengaruh Price Discount Dan Bonus Pack Terhadap Keputusan Impulse Buying Pada PT. Toyota Auto 2000 Cabang Sisingamangraja Medan,” J. Bus. Stud., vol. 2, no. 2, pp. 30–50, 2017.
[6] N. Martin, “The Influence Of The Price Cuts And The Atmosphere Of Thte Campus Of Impulse Buying Studi In The Politeknik Unggul LP3M,” in ICOES, 2018, vol. 1, pp. 1–7.
[7] N. S. A. M. Z. F. Wasiman, “Do Purchase or Do no Purchase?? Customer Purchasing Decisions By Using OVO Application,” in Proceedings of the 2nd Annual Conference on Blended Learning, Educational Technology and Innovation (ACBLETI 2020) Do, 2021, vol. 560, no. Acbleti 2020, pp. 386–389.
[8] Nasib, “Optimalisasi Personal Selling, Lokasi Dan Harga Dalam Meningkatkan Keputusan Mengikuti Program Kepemilikan Rumah KPR Tipe 36,” J. Mantik Penusa, vol. 3, no. 1, pp. 14–20, 2019.
[9] H. Malau, Manajemen Pemasaran. Bandung: Alfabeta, 2017.
[10] I. L. Nasib, Manajemen & Bisnis Modern. 2021.
[11] A. F. Nasib, Konsep Intisari Strategi pemasaran. Jawa Tengah: CV. Pena Persada, 2019.
[12] N. & S. Chaniago, “Pengaruh Saluran Distribusi Dan Promosi Terhadap Volume Penjualan PT. Philips Avent Area Medan,” in Seminar Nasional Royal (SENAR) 2018, 2018, pp. 413–416.
[13] S. Nasib, “Maksimalisasi Peningkatan Kepuasan Pelanggan Pada PT. Lautan Abadi Pratama Melalui Promosi Dan Kualitas Pelayanan Pada PT. Lautan Abadi Pratama,” Ekon. Bisnis, vol. 27, no. 1, pp. 550–561, 2021.
[14] F. K. M. M. W. A. S. A. S. S. Aloyna, “Pengaruh Harga, Promosi, Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Indomie Pada PT. Alamjaya Wirasentosa Kabanjahe,” J. Manaj., vol. 7, no. 1, pp. 49–64, 2021.
[15] N. R. A. I. Lestari, Dasar Pemasaran. Yogyakarta: Deepublish, 2019.
[16] N. S. E. E. Sari, Konsep Intisari Strategi Pemasaran Lanjutan, no. December 2019. Jakarta?: Mitra Wacana: CV. Pena Persada, 2020.
[17] N. D. T. Syaifullah, Perilaku Konsumen (Studi Dalam Pemilihan Perguruan Tinggi), vol. ? ????, no. ?? ??????. Yogyakarta: Nuta Media, 2021.
[18] Wiratmo, Pengantar Kewiraswastaan (Kerangka Dasar Memasuki Dunia Bisnis). Yogyakarta: Andi Offset, 2018.
[19] N. R. Amelia, “Pengaruh Kualitas Pelayanan, Harga Dan Citra Kampus Terhadap Loyalitas Mahasiswa Mengikuti Program MGM (Member Get Member) Melalui Kepuasan Mahasiswa Sebagai Variabel Intervening,” Abdi Ilmu, vol. 1, no. 1, pp. 121–133, 2018.
[20] N. S. M. Z. R. Daulay, Konsep Kualitas Pelayanan, Harga Dan Citra Kampus Dan Loyalitas Mahasiswa Sebuah Kajian Teoritis Dan Analisis. Surabaya: Global Aksara Pres, 2021.
[21] I. L. N. S. C. A. S. A.?; I. Effendi, “Trust Identification And Smartphone Purchase Decisions (Structural Equation Modeling Approach),” in International Journal of Civil Engineering and Technology (IJCIET), 2019, vol. 10, no. 02, pp. 1020–1032.
[22] F. G. C. Tjiptono, Service, Quality and Satisfaction Edisi 3. Yogyakarta: Andi, 2011.
[23] N. S. Chaniago, “Pengaruh Bauran Promosi Dan Lokasi Terhadap Keputusan Kuliah Pada Politeknik Unggul LP3M,” JIPI, vol. 2, no. 1, pp. 38–50, 2018.
[24] S. Nasib, “Meningkatkan Keputusan Pembelian Melalui Kualitas Produk, Promosi dan Kepercayaan pada PT. Weedo Niaga Global,” Ekuivalensi, vol. 7, no. 1, pp. 48–57, 2021.
[25] P. Kotler and G. Armstrong, Prinsip-Prinsip Manajemen Pemasaran. Jakarta: Erlangga, 2014.
[26] T. Abdullah and T. Franchis, Manajemen Pemasaran. Jakarta: PT Raja Grafindo Persada, 2018.
[27] D. J. Priansa, Perilaku Konsumen dalam Persaingan Bisnis Kontemporer. Bandung: Alfabeta, 2017.
[28] Danang Sunyoto, Dasar-Dasar Manajemen Pemasaran, Cetakan 2. Yogyakarta: CAPS, 2013.
[29] P. Kotler and G. Amstrong, Principle of Merketing, 14 Edition. USA, 2012.
[30] F. Tjiptono, Strategi Pemasaran Edisi 3. Yogyakarta: Andi, 2012.
[31] A. Sanusi, Metodologi Penelitian Bisnis. Jakarta: salemba empat, 2017.
[32] Sugiyono, Deskripsi Metode Penelitian Kuantitatif Kualitatif dan R&D. Alfabeta, 2016.
[33] D. N. I. A. R. Damayanti, “Analysis e Marketing, Product Innovation, and Brand Image on Purchase Decisions Janji Jiwa Coffee in Surakarta,” J. Mantik, vol. 4, no. 3, pp. 1–7, 2021.
[34] D. T. S. M. F. M. D. F. T. A. Pribadi, “The Influence Of Product Innovation And Price On Customer Satisfaction In Halodoc Health Application Services During COVID-19 (Survey of HaloDoc App Users in Bandung In 2021),” Turkish J. Comput. Math. Educ., vol. 12, no. 8, pp. 1716–1722, 2021.
[35] Y. H. M. R. M. Aqsa, “Green Product and Consumer Buying Interest to Customer Satisfaction ( Study on Customers of The Icon Cafe Palopo City ),” Mantik, vol. 5, no. 36, pp. 2275–2279, 2022.
[36] U. K. A. K. M. A. Ma`arif, “The Effect of Promotion on the Decision to Choose a Higher Education through the Brand Image of Education,” Al-Ishlah J. Pendidik., vol. 9490, no. 3, pp. 1–11, 2021.
[37] F. T. Anugrah, “Effect of Promotion and Ease of Use on Customer Satisfaction and Loyalty on OVO Application Users,” Quant. Econ. Manag. Stud., vol. 1, no. 1, pp. 44–50, 2020.
[38] G. P. B. S. K. D. O. Miranti, “The Influence of Products and Promotional Mix on T ourists ’ Decision?: ( Case Study of Pramuka Bee Park , Cibubur , East Jakarta ),” Budapest Int. Res. Critics Institute-Journal, vol. 5, no. 1, pp. 1756–1764, 2022.
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