The Effect of 7P Marketing Mix on Purchasing Decisions and Repurchases at Mixue Sidoarjo Consumers
DOI:
https://doi.org/10.22441/ijiem.v5i1.21681Keywords:
Marketing Mix 7P, Purchasing Decisions, Repurchases, SEM, SWOT AnalysisAbstract
Along with the increase in population, the level of consumption of food and beverages in society is also increasing, one of which is ice cream. Mixue ice cream & tea is one of the franchises that offers ice cream products and various other drinks that are currently on the rise or popular among the public. To ascertain how the 7p marketing mix affects consumers' decisions to buy and repurchase products, researchers aim to study Mixue Sidoarjo consumers. Respondents in this study were 130 consumers of Mixue Sidoarjo. Data analysis was carried out using the SEM method where the results of the SEM were followed by strengthening the SWOT analysis matrix as a proposed strategy in increasing consumer growth in making repeat purchases. The results showed that product, price, people, and place had a positive and significant effect on purchasing decisions. Meanwhile, promotion and process have a negative and insignificant effect on purchasing decisions. Purchasing decisions have a positive and significant effect on repeat purchases. The simultaneous equation for purchasing decisions is Y1 = 1,045X1 + 0,566X2 – 1,256X3 – 0,426X4 + 0,252X5 + 1,347X6 + Z7and the simultaneous equation for repurchase is 0,892X1 + 0,483X2 – 1,073X3 – 0,364X4 + 0,215X5 + 1,15X6 + Z8. In strengthening the SWOT analysis by compiling a SWOT matrix, there are four types of alternative strategies that can be applied by Mixue Sidoarjo. In terms of business conditions, the strategy that can be applied is the W-T strategy which utilizes the weakness and threats factors of Mixue Sidoarjo.
Downloads
References
Bagida, D. L., Tumbel, T. M., Mukuan, D., D., S. (2021). Kualitas Produk Terhadap Keputusan Pembelian Sepeda Motor Honda Beat pada CV . Lion Jailolo. Jurnal Productivity, 2(2), 146–151. https://ejournal.unsrat.ac.id/v3/index.php/productivity/article/view/34132
Basuki, R., Fathoni, A., Minarsih, M., M.. (2018). Pengembangan Kinerja. Sumber Daya Manusia di Honda Semarang Center Berdasarkan Analisis SWOT. Journal of Management, 4(4): 1-8.
Brama Kumbara, V. (2021). Determinasi Nilai Pelanggan Dan Keputusan Pembelian: Analisis Kualitas Produk, Desain Produk Dan Endorse. Jurnal Ilmu Manajemen Terapan, 2(5), 604–630. https://doi.org/10.31933/jimt.v2i5.568
Gusmiarti, Anita. (2020). Penerapan Metode Structural Equation Modeling Pada Analisis Tingkat Kepuasan Mahasiswa FMIPA UII Tahun 2018. (Skripsi Sarjana, Universitas Islam Indonesi). https://dspace.uii.ac.id/bitstream/handle/123456789/28780/16611097%20Anita%20Gusmiarti.pdf?sequence=1
Hidayat, T. (2020). Analisis Pengaruh Produk, Harga, Promosi, Dan Lokasi Terhadap Keputusan Pembelian rumah makan Koki Jody di Magelang. Jurnal Ilmu Manajemem, 17(2), 95–105.
Jamaluddin, J. (2020). Analisis Persepsi Konsumen Terhadap Keputusan Membeli Ulang Produk Kuota IM3 Ooredoo di Kota Banjarmasin. At-Tadbir : jurnal ilmiah manajemen, 4(1), 69–80. https://doi.org/10.31602/atd.v4i1.2474
Kesuma, M., Fitria, D., & Albab Al Umar, A. U. (2021). Pengaruh Harga, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Produk Pattaya Corner Kota Salatiga. Jurnal Ilmiah Manajemen Ubhara, 3(1), 13. https://doi.org/10.31599/jmu.v3i1.845
Marbun, M. B., Ali, H., & Dwikotjco, F. (2022). Model Keputusan Pembelian dan Pembelian Ulang : Analisis Promosi dan Kualitas Pelayanan. JIM : Jurnal Ilmu Multidisiplin, 1(3), 1–16. https://doi.org/10.38035/jim.v1i3.66
Mashuri, M., & Nurjannah, D. (2020). Analisis SWOT Sebagai Strategi Meningkatkan Daya Saing. JPS (Jurnal Perbankan Syariah), 1(1), 97–112. https://doi.org/10.46367/jps.v1i1.205
Oktavianti, R., & Budiarti, A. (2021). Pengaruh Promosi dan Kualitas Produk Terhadap Keputusan Pembelian Dimediasi Citra Merek (Studi Pada Konsumen KOI Bubble Tea Tunjungan Plaza Surabaya). INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 5(1), 112–127. https://doi.org/10.31842/jurnalinobis.v5i1.216
Purbohastuti, A. wahyuni, & Hidayah, A. A. (2020). Meningkatkan Minat Beli Produk Shopee Melalui Celebrity Endorser. Jurnal Bisnis Terapan, 4(1), 37–46. https://doi.org/10.24123/jbt.v4i1.2480
Salim, M. Afif. (2020). Analisis SWOT dengan Metode Kuesioner. CV. Pilar Nusantara.
Sinulingga, N. A. B., & Sihotang, H. T. (2021). Perilaku Konsumen: Strategi dan Teori (Vol. 1). Iocs Publisher.
Wahyuningtyas, Y. F. (2020). Pengaruh Produk, Harga, Tempat dan Promosi (Marketing Mix) Terhadap Keputusan Pembelian Konsumen di Dapur Mpok Duren. Kajian Ekonomi dan Bisnis, 15(1). https://doi.org/10.51277/keb.v15i1.70
Wijaya, A. V., Siswanto, C., Perhotelan, M., & Petra, U. K. (2013). people, physical evidence,.
Yudho, S. K. S. (2022). Pengaruh Marketing Mix (7p) Terhadap Keputusan Pembelian Pada Toko Online Dapurdep. Jurnal Ilmu dan Riset Manajemen, 11, 200–210.
Downloads
Published
How to Cite
Issue
Section
License
The copyright to this article is transferred to Universitas Mercu Buana (UMB) if and when the article is accepted for publication. The undersigned hereby transfers any and all rights in and to the paper including without limitation all copyrights to UMB. The undersigned hereby represents and warrants that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to make and execute this assignment.
We declare that:
1. This paper has not been published in the same form elsewhere.
2. It will not be submitted anywhere else for publication prior to acceptance/rejection by this Journal.
3. A copyright permission is obtained for materials published elsewhere and which require this permission for reproduction.
Furthermore, I/We hereby transfer the unlimited rights of publication of the above mentioned paper in whole to UMB. The copyright transfer covers the exclusive right to reproduce and distribute the article, including reprints, translations, photographic reproductions, microform, electronic form (offline, online) or any other reproductions of similar nature.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
Retained Rights/Terms and Conditions
1. Authors retain all proprietary rights in any process, procedure, or article of manufacture described in the Work.
2. Authors may reproduce or authorize others to reproduce the Work or derivative works for the authors personal use or for company use, provided that the source and the UMB copyright notice are indicated, the copies are not used in any way that implies UMB endorsement of a product or service of any employer, and the copies themselves are not offered for sale.
3. Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
