Exploring the Impact of Marketing Mix on Consumer Purchasing Decisions and Consumer Satisfaction: Case Study of Fried Shallots in Malang City
DOI:
https://doi.org/10.59188/eduvest.v4i3.1096Keywords:
Marketing Mix, Consumer Purchasing Decisions, Consumer SatisfactionAbstract
Shallots are easily damaged and require proper post-harvest handling to extend their shelf life and increase their economic value. Agro-industry can turn shallots into fried onions that are long-lasting and ready for long-term consumption. The development of a small shallot industry needs to consider consumer behavior to identify market preferences. This research uses a quantitative descriptive approach and the SEM-PLS method to analyze the factors that influence the marketing mix on purchasing decisions and satisfaction. The results show that marketing mix aspects such as product, price, promotion, people, process, and physical evidence have a positive impact on purchasing decisions and consumer satisfaction of fried shallots in Malang City. The strategy that companies can implement is to focus on improving product quality, affordable prices, effective promotions, good customer service, easy purchasing processes, and convincing physical evidence so that they can increase purchasing decisions and consumer satisfaction.
References
Al-Tit, A. A. (2015). The effect of service and food quality on customer satisfaction and hence customer retention. Asian Social Science, 11(23), 129–139. https://doi.org/10.5539/ass.v11n23p129
Evi, T., & Rachbini, W. (2022). Partial Least Squares (Teori Dan Praktek). 1–23.
Firmansyah, D. M. A. (2018). Perilaku Konsumen (Sikap dan Pemasaran). In CV. Budi Utama (Issue september).
Hendrayani, E., Sitinjak, W., Kusuma, G. P. E., Yani, D. A., Yasa, N. N. K., Chandrayanti, T., Wisataone, V., Wardhana, A., Sinaga, R., & Hilal, N. (2021). Konsep Bauran Pemasaran 4P dan 7P. Manajemen Pemasaran: Dasar Dan Konsep, June, 126.
Hendriyanto, A. (2015). Analisis Pengaruh Jaringan Usaha Dan Inovasi Terhadap Kinerja UMKM. Jurnal Ilmu Manajemen Dan Akuntansi Terapan (JIMAT), 6(1), 48–49.
Ibrahim, & Elihami. (2020). Pembuatan Bawang Goreng Raja di Kabupaten Enrekang. Maspul Journal of Community Empowerment, 1(2), 2716–4225.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing, Seventeenth Edition. In Pearson.
Kotler, P., & Keller, K. L. (2007). Marketing Management 14th Ed (Issue March).
Kotler, P., & Keller, K. L. (2016). Marketing Management (16th Edition) (Global Edition).
Marolla, S. F. H. (2013). Gambaran Komponen Yang Mempengaruhi Keputusan Membeli Handphone BlackBerry Dan Gaya Hidup Konsumen. Calyptra: Jurnal Ilmiah Mahasiswa Universitas Surabaya, 2(1), 1–15.
Nugraha, J. P., Alfiah, D., Sinulingga, G., Rojati, U., Saloom, G., Rowmawati, Fathihani, Johanners, R., Kristia, Batin, M. H., Lestawi, W. J., Khatimah, H., & Fatimah, M. (2021). Perilaku Perilaku Konsumen T E O R I.
Pembangunan, B. P. K. dan. (2022). Perlindungan dan Keberpihakan Usaha Mikro dan Kecil (UMK) dalam Implementasi Aksi Afirmasi Bangga Buatan Indonesia (BBI). 77.
Putra, Z. P., Reswita, R. R., & Irnad, I. I. (2018). Added Value Analysis on Fried Onion of Ud. Safari Bawang Goreng in Kelurahan Kebun Tebeng Bengkulu City. Jurnal Agroindustri, 8(1), 62–70. https://doi.org/10.31186/j.agroind.8.1.62-70
Rahadi, D. R. (2023). Pengantar partial least squares structural equation model(pls- sem) 2023. Lentera Ilmu Madani, August.
Sanjaya, L., Remmang, H., Ripal, T., Saleh, M. Y., Hasanuddin, A., Abubakar, H., Fajriani, Ruslan, M., Faisal, T. S., Abduh, T., & Chahyono, M. S. (2021). Manajemen Pemasaran & Bisnis Perspektif Kepuasan dan Loyalitas Pelanggan.
Shokouhyar, S., Shokoohyar, S., & Safari, S. (2020). Research on the influence of after-sales service quality factors on customer satisfaction. Journal of Retailing and Consumer Services, 56(March), 102139. https://doi.org/10.1016/j.jretconser.2020.102139
Solihin, D. (2021). The Influence Of Brand Image And Atmosphere Store On Purchase Decision For Samsung Brand Smartphone With Buying Intervention As Intervening Variables (Study on Samsung Experience Store Karawaci Customers). International Journal of Social Science and Business, 5(2), 262–270. https://doi.org/10.23887/ijssb.v5i2.30847
Syarifuddin, L. Mandey, S., & J.F.A Tumbuan, W. (2022). Sejarah Pemasaran dan Strategi Bauran Pemasaran. In Istana Agency.
Triongko, B., Widodo, U., & Widowati, M. (2022). Pengaruh Harga, Kualitas Produk dan Kualitas Pelayanan terhadap Kepuasan Pelanggan (Studi pada Aki Incoe PT Meka Adipratam di Kota Semarang). Jurnal Ilmiah Fokus Ekonomi, Manajemen, Bisnis & Akuntansi (EMBA), 1(2), 214–226.
Published
Issue
Section
License
Copyright (c) 2024 Alisa Durrotul Fuadah, Budi Setiawan, Syafrial
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
