BAURAN PEMASARAN DAN PERILAKU KONSUMEN DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN CAPPUCCINO CINCAU
Abstract: This study aims to
determine the relationship between marketing mix with purchase decision and
consumer behavior on purchase decision, in addition to determine the
influencing factors of the consumer characteristics on purchase decision making
of cappuccino grass jelly . The research was conducted at the University of
Lampung campus as a center of education in Bandar Lampung and in its area is
most often found cappuccino tent grass jelly. This study used a survey method
with qualitative and quantitative analysis. The population of this study was
uncertain; therefore the samples of 100 students as consumers of cappuccino
grass jelly and 10 traders as a manufacturer of cappuccino grass jelly were
defined. The data was analyzed by the
Spearman rank analysis and multiple linear regression analysis. The results
showed that of the four marketing mix factors, only place, promotion and
quality of service associated with the real decision-making process. Of the three
elements of consumer behavior, only the personal element associated
significantly with the process of consumer decision making of cappuccino grass
jelly and of the seven predicted students’ characteristics as consumers of
cappuccino grass jelly, only variable residence, gender, frequency of
purchasing of instant coffee and
frequency of grass jelly purchase had influences on purchase decisions of
cappuccino grass jelly.
Penulis: Terisia Muharam Sesunan,
Yaktiworo Indriani, Indah Listiana
Kode Jurnal: jppertaniandd150914
