PENGARUH BAURAN PEMASARAN (MARKETING MIX) DAN PERILAKU KONSUMEN TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN JUS BUAH SEGAR BANDAR LAMPUNG
Abstract: This research aims
to analyze: the respondent characteristiccs of fresh fruit juice consumers in
Bandar Lampung; the effect of marketing mix including product, price, place,
and promotion of consumer’s decision making on buying fresh fruit juice in
Bandar Lampung; the social, personal and psychological factors of the consumer
on the purchase of fresh fruit juice in Bandar Lampung; and the dominant
factors in the marketing mix and consumer behavior on the decision to purchase
fresh fruit juice in Bandar Lampung.
This research was conducted at Zainal Pagar Alam Street, Purnawirawan
Street, and Pramuka Street in Bandar Lampung.
The research samples of 105 college students were chosen on purpose when
they bought fresh fruit juice during January 2013 until February 2013. SEM
analysis used to answer the research aims and the Correlation of Rank Spearman
test was used to determine the relationship between variables. The results of
the research showed that most of the consumers were female collage students and
most of them was 21 years old. The latent variables of marketing mix that
significantly affected on the fruit juice purchase were product and price
variables. The personal and social
factors significantly effected the purchase decision of fruit juice in Bandar
Lampung. The product variable was the most dominant variable affected on
consumer decision making of fresh fruit juice purchase.
Penulis: Mufri Wedanimbi Octaviani,
Yaktiworo Indriani, Suriaty Situmorang
Kode Jurnal: jppertaniandd140128
