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Submitted
December 9, 2023
Accepted
January 11, 2024
Published
January 11, 2024
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Abstract
Abstract: the study is aimed at analyzing the influence of promotions, prices, distribution and products on the decision to purchase the pakumas' herbal drug products in the flood city. 385 respondents get a sample taken, based on cochran formula (sugiyono, 2018:148). Research instruments through validity and religious tests and classic assumption tests involving normality, heterosity, multicolitarianism. Data analysis techniques using linear regression with the help of SPSS computer programs
This research suggests, that:
- Promotion (x1), price (x2) distribution (x3) and product (x4) simultaneously significantly affected the decision to purchase (y) the pakumas herbal remedy product in the flood city
- Promotion (x1), price (x2), distribution and products (x4) in a partial way significantly affected the decision to purchase (y) the herbal products of mas nails in the city of banjarmasin.
- Product (x1) is dominant in importance to the mampurchase (y) needle herbal product in the flood city. This is proven with a beta variable product product of 0.479 greater than promotional, price and distribution variables.
Keywords: promotion, price, distribution, product and decision to buy.
Article Details
References
-
Ardiyansyah, R., & Sugiharto, S. (2012). Analisis Pengaruh Bauran Pemasaran Terhadap Minat Beli Konsumen Di Puspo Agro.. JurusanManajemen Pemasaran,
Universitas Kristen Petra, 1–8
Alma, Buchari. 2005. Manajemen
Pemasaran Dan Pemasaran Jasa.
Bandung : CV Alfabeta
Deliya, Mitul M dan MR Bhavesh J Parmar, M, 2012. Role of Pakackaging
on Consumer Buying Behavioe. Global Journal of Management
and business Research, vol.12 No.10.
Gitosudarmo, Indriyo. 1994. Manajemen Pemasaran. Edisi Pertama. BPFE Yogyakarta.
Hill, Liz dan Terry O’Sullivan. 2004. Foundation Marketing. Third Edition.
Harlow: Pearson Education Limited.
Hutapea, R. C. D., & Herman, H. (2020). Pengaruh Marketing Mix Terhadap Minat Beli Konsumen Pada Pt . Capella Dinamik. 3 (September), 465–476.
Kotler Philip dan Gary Armstrong. 2008. Prinsip – Prinsip Pemasaraan. Edisi 12 Jilid 1, Cetakan Kelima. Penerbit Erlangga. Jakarta
Kotler Philip dan Kevin Lane Keller, 2009. Manajemen Pemasaran. Edisi
13 Jilid 1, Cetakan Kelima.
Penerbit Erlangga. Jakarta
Kotler Philip dan Kevin Lane Keller. 2012. Marketing Management. Fourteen Edition, Person Education Limited, England.
Marendra, I. G. (2018). Pengaruh Bauran Pemasaran (Produk, Harga, Lokasi Dan Promosi) Terhadap Keputusan Pembelian Konsumen Di Minimarket (Alfamart Atau Indomaret). 1(3), 2598–2823.
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
Sanyal, S., N. & Datta, S., J. (2011) "The effect of perceived quality on brand equity: an empirical study on generic drugs", Asia Pacific Journal of Marketing and Logistics, Vol. 23 Issue: 5, pp.604-625.
Sunardi, Ibrahim, Tain. (2016). Analysis The Effect of Marketing Mix In Purch Decision of Growing Up Milk on Three Socio-Economic Classes in Malang.
Agricultural SocioEconomics Journal.
Vol. XVI, 87-96.
Sugiyono. 2016. Metode Penelitian Kuantitatif, Kualitatif, dan Kombinasi
(Mixed Methods). Jakarta: CV Alfabeta.
Tjiptono, Fandy. 2012. Service Manajemen, Mewujudkan Layanan Prima. Yogyakarta. CV Andi Offset.
.
Tjiptono, 2012. Pemasaran. Yogyakarta : CV Andi Offset
Tatik Suryani, 2013. Perilaku Konsumen di Era Internet. Yogyakarta. Graha Ilmu.
Widyaningrum, N. A. (2017). Dampak Bauran Pemasaran Terhadap Minat
Beli Konsumen Pada Produk Crispy Rice Crackers. Jurnal Manajemen Dan Start-Up Bisnis, 1(6), 635–641.
Zeithaml, Vlarie A & Bitner, Mary J. (1996). Service Marketing: Integrating
Customer Focus Across The Firm. USA: The McGraw Hill Companies.
References
Ardiyansyah, R., & Sugiharto, S. (2012). Analisis Pengaruh Bauran Pemasaran Terhadap Minat Beli Konsumen Di Puspo Agro.. JurusanManajemen Pemasaran,
Universitas Kristen Petra, 1–8
Alma, Buchari. 2005. Manajemen
Pemasaran Dan Pemasaran Jasa.
Bandung : CV Alfabeta
Deliya, Mitul M dan MR Bhavesh J Parmar, M, 2012. Role of Pakackaging
on Consumer Buying Behavioe. Global Journal of Management
and business Research, vol.12 No.10.
Gitosudarmo, Indriyo. 1994. Manajemen Pemasaran. Edisi Pertama. BPFE Yogyakarta.
Hill, Liz dan Terry O’Sullivan. 2004. Foundation Marketing. Third Edition.
Harlow: Pearson Education Limited.
Hutapea, R. C. D., & Herman, H. (2020). Pengaruh Marketing Mix Terhadap Minat Beli Konsumen Pada Pt . Capella Dinamik. 3 (September), 465–476.
Kotler Philip dan Gary Armstrong. 2008. Prinsip – Prinsip Pemasaraan. Edisi 12 Jilid 1, Cetakan Kelima. Penerbit Erlangga. Jakarta
Kotler Philip dan Kevin Lane Keller, 2009. Manajemen Pemasaran. Edisi
13 Jilid 1, Cetakan Kelima.
Penerbit Erlangga. Jakarta
Kotler Philip dan Kevin Lane Keller. 2012. Marketing Management. Fourteen Edition, Person Education Limited, England.
Marendra, I. G. (2018). Pengaruh Bauran Pemasaran (Produk, Harga, Lokasi Dan Promosi) Terhadap Keputusan Pembelian Konsumen Di Minimarket (Alfamart Atau Indomaret). 1(3), 2598–2823.
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
Sanyal, S., N. & Datta, S., J. (2011) "The effect of perceived quality on brand equity: an empirical study on generic drugs", Asia Pacific Journal of Marketing and Logistics, Vol. 23 Issue: 5, pp.604-625.
Sunardi, Ibrahim, Tain. (2016). Analysis The Effect of Marketing Mix In Purch Decision of Growing Up Milk on Three Socio-Economic Classes in Malang.
Agricultural SocioEconomics Journal.
Vol. XVI, 87-96.
Sugiyono. 2016. Metode Penelitian Kuantitatif, Kualitatif, dan Kombinasi
(Mixed Methods). Jakarta: CV Alfabeta.
Tjiptono, Fandy. 2012. Service Manajemen, Mewujudkan Layanan Prima. Yogyakarta. CV Andi Offset.
.
Tjiptono, 2012. Pemasaran. Yogyakarta : CV Andi Offset
Tatik Suryani, 2013. Perilaku Konsumen di Era Internet. Yogyakarta. Graha Ilmu.
Widyaningrum, N. A. (2017). Dampak Bauran Pemasaran Terhadap Minat
Beli Konsumen Pada Produk Crispy Rice Crackers. Jurnal Manajemen Dan Start-Up Bisnis, 1(6), 635–641.
Zeithaml, Vlarie A & Bitner, Mary J. (1996). Service Marketing: Integrating
Customer Focus Across The Firm. USA: The McGraw Hill Companies.
Universitas Kristen Petra, 1–8
Alma, Buchari. 2005. Manajemen
Pemasaran Dan Pemasaran Jasa.
Bandung : CV Alfabeta
Deliya, Mitul M dan MR Bhavesh J Parmar, M, 2012. Role of Pakackaging
on Consumer Buying Behavioe. Global Journal of Management
and business Research, vol.12 No.10.
Gitosudarmo, Indriyo. 1994. Manajemen Pemasaran. Edisi Pertama. BPFE Yogyakarta.
Hill, Liz dan Terry O’Sullivan. 2004. Foundation Marketing. Third Edition.
Harlow: Pearson Education Limited.
Hutapea, R. C. D., & Herman, H. (2020). Pengaruh Marketing Mix Terhadap Minat Beli Konsumen Pada Pt . Capella Dinamik. 3 (September), 465–476.
Kotler Philip dan Gary Armstrong. 2008. Prinsip – Prinsip Pemasaraan. Edisi 12 Jilid 1, Cetakan Kelima. Penerbit Erlangga. Jakarta
Kotler Philip dan Kevin Lane Keller, 2009. Manajemen Pemasaran. Edisi
13 Jilid 1, Cetakan Kelima.
Penerbit Erlangga. Jakarta
Kotler Philip dan Kevin Lane Keller. 2012. Marketing Management. Fourteen Edition, Person Education Limited, England.
Marendra, I. G. (2018). Pengaruh Bauran Pemasaran (Produk, Harga, Lokasi Dan Promosi) Terhadap Keputusan Pembelian Konsumen Di Minimarket (Alfamart Atau Indomaret). 1(3), 2598–2823.
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
Sanyal, S., N. & Datta, S., J. (2011) "The effect of perceived quality on brand equity: an empirical study on generic drugs", Asia Pacific Journal of Marketing and Logistics, Vol. 23 Issue: 5, pp.604-625.
Sunardi, Ibrahim, Tain. (2016). Analysis The Effect of Marketing Mix In Purch Decision of Growing Up Milk on Three Socio-Economic Classes in Malang.
Agricultural SocioEconomics Journal.
Vol. XVI, 87-96.
Sugiyono. 2016. Metode Penelitian Kuantitatif, Kualitatif, dan Kombinasi
(Mixed Methods). Jakarta: CV Alfabeta.
Tjiptono, Fandy. 2012. Service Manajemen, Mewujudkan Layanan Prima. Yogyakarta. CV Andi Offset.
.
Tjiptono, 2012. Pemasaran. Yogyakarta : CV Andi Offset
Tatik Suryani, 2013. Perilaku Konsumen di Era Internet. Yogyakarta. Graha Ilmu.
Widyaningrum, N. A. (2017). Dampak Bauran Pemasaran Terhadap Minat
Beli Konsumen Pada Produk Crispy Rice Crackers. Jurnal Manajemen Dan Start-Up Bisnis, 1(6), 635–641.
Zeithaml, Vlarie A & Bitner, Mary J. (1996). Service Marketing: Integrating
Customer Focus Across The Firm. USA: The McGraw Hill Companies.