Marketing Mix on Consumer Purchase Decisions on SPHP Rice At Irian Supermarket Medan City

Ocdy Amelia; Debora

doi:10.53697/emak.v6i2.2272

Authors

Ocdy Amelia Universitas Pembangunan Panca Budi, Indonesia
Debora Universitas Pembangunan Panca Budi

DOI:

https://doi.org/10.53697/emak.v6i2.2272

Keywords:

Product, Price, Promotion, Location, Purchasing Decisions

Abstract

The achievement of retail goals is marked by the number of consumers who make purchases or transactions on products so that the need for these products is a direction of consumer behavior. SPHP rice products are not placed in a specific place, making it difficult for consumers to find or choose products. The price of SPHP rice is higher than similar products from competitors in the same location. The promotion of SPHP rice in the Irian product brochure does not match the product on the shelf. The location of Irian is relatively narrow where parking is limited and Irian is at an intersection that is not clearly visible from the main road. The purpose of the study was to determine the Product, price, promotion and location of the consumer purchasing decision of SPHP rice at Irian Supermarket Jl. Hm. Joni. The research method used in this study is a quantitative approach that is associative. The population of the study was all consumers who shopped for SPHP rice at Irian Supermarket for 1 month as many as 123 people, using the slovin formula, a sample of 94 people was determined. The results of the study found a significant influence of price obtained a t-value of 2.743, while the t-table value was 1.98698 with a sig value = 0.007 <0.05). Significant influence of product obtained a t-value of 2.304, while the t-table value was 1.98698 with a sig value = 0.002 >0.05). Significant influence of promotion obtained a t-value of 6.662, while the t-table value was 1.98698 with a sig value = 0.000 <0.05). Significant influence of place obtained a t-value of 2.249, while the t-table value was 1.98698 with a sig value = 0.004 <0.05). F count value at level α = 0.05 is 19.995 (F0.05 = 2.47), and significance value of 0.000 means significance value (0.000) <0.05. Conclusion of research partially and simultaneously Product, price, promotion and location have a significant effect on consumer purchasing decisions of SPHP rice at Irian Supermarket Jl. Hm. Joni.

Downloads

Download data is not yet available.

References

Amelia, O. (2022). Analysis of Product Quality, Price, and Service on Customer Satisfaction At Pt. Mondelez International-Medan. Journal Homepage: http://ijmr. Net. in , 10 (12).

Aksara, S. (2022). Manajemen Pemasaran. Eureka Media Aksara.

A. J. S. Nugroho and S. Nursito, "Measurement of External Stakeholder Preferences Towards the Image of Private Universities," Research Fair UNISRI, vol. 3, no. 1, 2019.

Buchari Alma. 2019. Marketing Management and Service Marketing. Bandung: Alfabeta Publisher

G. S. T. Siregar and S. Sipayung, "Selecting a Major Based on Talent and Interest Using the Naive Bayes Algorithm in Python," SEMICOLON: Computer Science Journal, vol. 1, no. 1, pp. 1–7, 2024.

G. G. PURBA, "Analysis of Factors Influencing Career Preferences in the Field of Technology: An Empirical Study on Accounting Study Program Students," 2021.

H. Fitriya and E. A. Yani, "Factors Influencing Students' Interest in Choosing Islamic Economics Colleges (Case Study: stei Sebi)," Journal of Sharia economics and banking, vol. 2, no. 1, pp. 99–130, 2014.

H. Hartatik, "Technique For Order Preference By Similarity To Ideal Solution (TOPSIS) In The Selection Process For New Students For The Jp2ab Pathway," Semnasteknomedia Online, vol. 2, no. 1, pp. 2–4, 2014.

I. A. Wulandari and S. Widodo, "Web-Based Waste Management Reporting System at the Metro City Environmental Agency," Scientific Journal Of Information Systems (JISI), pp. 20-30, 2022

J. Juhardin and R. Deluma, "Why Is Student Interest Still Low?," Journal of Social Management Humanities (JIMSH), vol. 6, no. 2, pp. 147–158, 2024.

Koto, R., Amelia, O., & Pramono, C. (2022). Effects of Product Quality and Price on the Purchase Decision in Shopee Marketplace (A Case Study at Department of Business Administration, Medan State Polytechnic). Confrontation: Journal of Culture, Economics and Social Change, 9(2), 236-247.

Kotler, P., & Keller, K.L. (2016). Marketing management. Pearson Education Limited.

Rahmawati, A.Y., Hartono, & Hidayat, M.S. (2022). Pengaruh Bauran Pemasaran 7P (Product, Price, Place, Promotion, Process, Physical Evidence, dan People) Terhadap Kepuasan Pasien. Jurnal Ilmu Sosial, Manajemen, dan Akuntansi (JISMA), 150.

S. Wahyuni, B. Mesra, A. Lubis, and S. Batubara, "Online Sales of Salted Fish as an Effort to Increase the Income of the Bagan Deli Fishing Community," Ethos: Journal of Research and Community Service, vol. 8, no. 1, pp. 89–94, 2019.

S. Sebayang, Nuzuliati, and S. Wahyuni, "Education to Village Officials on Leadership Work Motivation and Organizational Culture," vol. 1, no. 1, pp. 51–58, 2021.

S. Wahyuni, Suherman, and K. P. Harahap, "Implementation of Data Mining in Predicting Goods Stock Using a Priori Algorithm," vol. 5, pp. 67–71, 2018, doi: 10.31227/osf.io/nzk27.

S. Wahyuni, "Implementation of Data Mining to Analyze Drug Cases Using C4.5 Decision Tree," J Phys Conf Ser, vol. 970, no. 1, 2018, doi: 10.1088/1742-6596/970/1/012030

Septia, E., & Anam, S. (2020). Strategi Pemasaran untuk Meningkatkan Pendapatan pada UD Sumber Abadi Kademangan Kabupaten Blitar. Jurnal Penelitian Manajemen Terapan (PENATARAN), 5(1).

Setyawan, A.A., Ekasari, R., & Dewi, N.N. (2020). Pengaruh Produk, Harga, Promosi Terhadap Minat Beli Konsumen Lele Di Sidoarjo. Jurnal Fakultas Ekonomi dan Bisnis UMAHA, 3(1), 227.

Sulastriya, N., & Ruslianor, M. (2020). Strategi Bauran Pemasaran 4P Dalam Menentukan Sumber Modal Usaha Syariah Pedagang Pasar di Sidoarjo. Jurnal Ilmiah Ekonomi Islam, 6(03).

Syarifuddin, S.L., Mandey, & Willian, J.F.A. (2022). Sejarah Pemasaran dan Strategi Bauran Pemasaran. CV. Istana Agency.

Schiffman, L.G., & Wisenblit, J. (2019). Consumer behavior. Pearson Education Limited.

Setiadi, N.J. (2013). Perilaku konsumen dan strategi pemasaran. Kencana.

Wahyuni, P.A. (2021). Efektivitas Bauran Pemasaran Pada Keputusan Pembelian Konsumen Indomaret. Jurnal Sains Manajemen, 7(1).