RATU, BETRICS YUANITA WILA (2024) PENGARUH IMPLEMENTASI MARKETING MIX 7P TERHADAP KEPUTUSAN PEMBELIAN DAN LOYALITAS KONSUMEN PADA GRAMEDIA MITRA EDUKASI INDONESIA DI WILAYAH FLORES PROVINSI NUSA TENGGARA TIMUR. S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Strategi pemasaran perusahaan sangat berpengaruh terhadap keputusan pembelian dan loyalitas konsumen. Untuk itu, banyak perusahaan kemudian menerapkan strategi pemasaran kombinasi atau bauran pemasaran. Menurut Philip Kotler, bauran pemasaran atau Marketing Mix merupakan kombinasi pemasaran yang terdiri dari 7P, yaitu: produk (product), harga (price), promosi (promotion), tempat (place), orang (people), proses (process) dan bukti fisik (physical evidence) (Kotler & Armstrong, 2021). Dalam penelitian ini, peneliti bermaksud menguji dan menganalisis pengaruh implementasi Marketing Mix 7P terhadap keputusan pembelian dan loyalitas konsumen, dengan judul: Pengaruh Implementasi Marketing Mix 7P Terhadap Keputusan Pembelian dan Loyalitas Konsumen Pada Gramedia Mitra Edukasi Indonesia di Wilayah Flores Provinsi Nusa Tenggara Timur. Peneliti menggunakan teknik Purposive Consecutive Sampling yang termasuk dalam kategori non-probabilitas, sehingga sampel tersebut dapat mewakili karakteristik populasi yang telah dikenal sebelumnya dengan kriteria tertentu yang mendukung penelitian (Nursalam, 2011). Dalam penelitian ini, populasi berjumlah 364 yang merupakan sekolah (lembaga pendidikan) di wilayah Flores Provinsi Nusa Tenggara Timur (NTT) yang memesan membeli produk GMEI dari tahun 2019, 2020, dan 2021. Sample dalam penelitian ini berjumlah 107. Dengan menggunakan Smart PLS, peneliti menguji dan menganlisis pengaruh dan hubungan (korealis) antara valiabel independen yaitu 7 elemen Marketing Mix terhadap Keputusan Pembelian (Y1) dan Loyalitas Konsumen (Y2). Hasil penelitian menunjukkan bahwa Variabel price, promote, dan process tidak memiliki pengaruh terhadap keputusan pembelian. Artinya, ketiga aspek ini belum memberikan sumbangsih signifikan terhadap nilai penjulalan produk GMEI yang terejawantah melalui Keputusan pembelian. Kemudian Variabel product (signifikansi 0,039), place (signifikansi 0,000), people (signifikansi 0,030), dan physical evidence (signifikansi 0,042) memiliki pengaruh positif signifikan terhadap keputusan pembelian. Namun Variabel price (signifikansi 0,683), promote (signifikansi 0,134), dan process (signifikansi 0,913) tidak berpengaruh positif signifikan terhadap keputusan pembelian. Kemudian Variabel product (signifikansi 0,044), place (signifikansi 0,006), people (signifikansi 0,008), process (signifikansi 0,006), dan physical evidence (signifikansi 0,007) memiliki pengaruh positif signifikan terhadap loyalitas konsumen. Namun variabel price (signifikansi 0,630) dan promote (signifikansi 0,125) tidak berpengaruh positif signifikan terhadap loyalitas konsumen. In the current era, product diversification is stretching everywhere. This makes The company's marketing strategy greatly influences purchasing decisions and consumer loyalty. For this reason, many companies then implement a combined marketing strategy or marketing mix. According to Philip Kotler, the marketing mix is a marketing combination consisting of 7Ps, namely: product, price, promotion, place, people, process and evidence. physical (physical evidence) (Kotler & Armstrong, 2021). In this research, the researcher intends to measure the effect of implementing Marketing Mix 7P on purchasing decisions and consumer loyalty, with the title: The Effect of Implementing Marketing Mix 7P on Purchasing Decisions and Consumer Loyalty at Gramedia Mitra Edukasi Indonesia in the Flores Region, East Nusa Tenggara Province. Researchers used Purposive Consecutive Sampling techniques which are included in the non- probability category, so that the sample can represent previously known population characteristics with certain criteria that support the research (Nursalam, 2011). In this study, the population was 364 who were schools (educational institutions) in the Flores region, East Nusa Tenggara (NTT) Province who ordered GMEI products from 2019, 2020 and 2021. The sample in this study was 107. By using Smart PLS, Researchers tested and analyzed the influence and relationship (correlation) between independent variables, namely 7 Marketing Mix elements on Purchasing Decisions (Y1) and Consumer Loyalty (Y2). The research results show that the price, promote, and process variables have no influence on purchasing decisions. This means that these three aspects have not made a significant contribution to the sales value of GMEI products which is manifested through purchasing decisions. Then the variables product (significance 0.039), place (significance 0.000), people (significance 0.030), and physical evidence (significance 0.042) have a significant positive influence on purchasing decisions. However, the variables price (significance 0.683), promote (significance 0.134), and process (significance 0.913) do not have a significant positive effect on purchasing decisions. Then the variables product (significance 0.044), place (significance 0.006), people (significance 0.008), process (significance 0.006), and physical evidence (significance 0.007) have a significant positive influence on consumer loyalty. However, the variables price (significance 0.630) and promote (significance 0.125) do not have a significant positive effect on consumer loyalty.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43119110345 |
| Uncontrolled Keywords: | Marketing Mix 7P, Keputusan Pembelian, Loyalitas Pelanggan Marketing Mix 7P, Purchase Decision, Consumer Loyalty |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | NAYLA AURA RAYANI |
| Date Deposited: | 17 Jul 2024 06:45 |
| Last Modified: | 17 Jul 2024 06:45 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/89593 |
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