How to Shape Purchase Decision? The Influence of Marketing Mix toward Purchase Decision on Food Product
Autor: | Bayu Kanetro, Agus Slamet, Ichlasia Ainul Fitri, Reo Sambodo, Dwiarti, Rina, Wulandari, Astri, Awan Santosa |
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Rok vydání: | 2023 |
Předmět: | |
DOI: | 10.5281/zenodo.7571481 |
Popis: | The aims of this to analyze the effect of the marketing mix of product, price, promotion, place, process, people, and physical evidence on the buying decision of processed food products at Erista Garden in Yogyakarta. This study focus on the Erista Garden’s product which developed by using sprouts-microgreens into a variety of rice-based functional foods. This study used a quantitative descriptive approach, using a descriptive test using SPSS statistics. The samples size is 55 respondents obtained by using non-probability sampling technique with accidental sampling. The results showed that the factors of product, price, promotion, place, process, people, and physical evidence are important determinants when buying processed food products at Erista Garden in Yogyakarta. The dominant factor influencing the decision to buy a product of Erista Garden in Yogyakarta, product quality that is beneficial to health and also relate to consumer tastes {"references":["Abubakar, R. (2005). The Effect of Marketing Mix Implementation on Consumer Purchasing Decision Processes on Jamu in Banda Aceh. 6(3). 2) Alma, Buchari. (2002). Marketing Management and Service Marketing . Fifth Edition. Bandung: Alphabet. 3) Anindityo, Mohammad. (2017). The Influence of Marketing Mix and Consumer Knowledge Towards Kefir Mask Consumer Decision Process. British Journal of Marketing Studies, Vol 6. 4) Irianto, Hari Eco and Giyatmi. (2021). Food Product Development: Theory and Implementation . Depok: PT Raja Grafindo Persada. 5) Iskandar K. and Andriyani W. (2014). The Effect of Marketing Strategy on Coal Sales at PT. Cahaya Mantingan Nusantara Jakarta. Journal Of Applied Quantitative Economics. Vol. 7 No. 1. 6) Jeanette, O.P. (2017). The Effect of Marketing Mix on Consumer Purchase Decisions in Liberia Eatery. Journal of Hospitality and Service Management, 5(2), 444–458. http://publication.petra.ac.id/index.php/management-perhotelan/article/view/5979 7) Kanetro, B; Swasono, DH, and Paiman. (2019). Improvement of starch gelatinization and amino acid profile of growol with the addition of germinated mungbean (Vigna radiata). Systematic Reviews in Pharmacy. 10(2), pp. 48–52 4. 8) Kanetro, B. Swasono, DH and Astuti, TD. (2020). In vivo bioassay of composite flour made of growol and cowpeas (Vigna unguiculata) sprout flour to determine the hypoglycemic properties. IOP Conference Series: Earth and Environmental Science, 443(1), 012091 9) Kotler, Philip and Amstrong, Gary (2001). Fundamentals of Marketing, Translation: Alexander Sindoro, Indonesian Edition, Prehalindo, Jakarta 10) Loekito, M., Irawan, C., Nugroho, A., Kartika, EW, Hospitality, M., & Petra, UK (2012). Analysis of the Influence of Marketing Mix (7P) on Purchasing Decisions. (Studies at Folks! Coffee Shop and Tea House Surabaya). 1–15. 11) Penalosa, K. (2019). The Influence of Noodle Marketing on Purchasing Decisions at KL Express Cafe Tidar, Malang. Journal of Chemical Information and Modeling, 53(9), 1689–1699. 12) Pertiwi, Marina Intan, Edy Yulianto, and Sunarti. (2016). Effect of Marketing Mix on Purchasing Decisions (Survey of Bakers King Donut and Coffee Consumers at MX Mall Malang). Journal of Business Administration (JAB), Vol. 37 No. 1, pp. 179-186. 13) Prihatiningtyas, Gita and Uswatun Chasanah. (2022). The Effect of Marketing Mix on Consumer Purchase Decisions at Blanco Coffee Yogyakarta. Journal of Management Research, Vol.9, No. 2, pp. 1 – 18 https://doi.org/10.32477/jrm.v9i2.369 14) Pudjirahaju, Astutik. (2017). Food Quality Control . Jakarta: Ministry of Health of the Republic of Indonesia. 15) Tjiptono. (2001). Marketing Strategy. Fifth Edition, Andi, Yogyakarta 16) Omar, Husayn. (2003). Marketing Research & Consumer Behavior. Third printing. PT Gramedia Pustaka Utama, Jakarta How to Shape Purchase Decision? The Influence of Marketing Mix toward Purchase Decision on Food Product IJMRA, Volume 06 Issue 01 Janaury 2023 www.ijmra.in Page 302 17) Utami, AP (2016). The Influence of the Marketing Mix on Consumer Purchase Decisions at the KOPMA Minimarket, Yogyakarta State University. 18) Wariyah, C; Riyanto; Kanetro, B; Windarsih, T and Ardiah; RN. (2021). The physical properties of dried-growol are produced with different cassava varieties and fermentation time. IOP Conference Series: Earth and Environmental Science, 2021, 653(1), 012047 8. 19) Wojdyło, A. ; Nowicka, P.; Tkacz, .K; and Turkiewicz, IP. (2020). Sprouts vs. Microgreens as Novel Functional Foods: Variation of Nutritional and Phytochemical Profiles and Their In Vitro Bioactive Properties. Molecules 25, 4648"]} |
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