PENGARUH BAURAN PEMASARAN JASA (PRODUCT, PLACE, PRICE, PROMOTION, PEOPLE, PROCESS, PHYSICAL EVIDENCE) TERHADAP KEPUTUSAN PEMBELIAN DAN DAMPAKNYA TERHADAP LOYALITAS PELANGGAN DI KANDANG AYAM BANDUNG

Authors

  • Analisia Pandora

DOI:

https://doi.org/10.61769/jabs.v5i1.475

Abstract

ABSTRACT
As a tool to meet the growing needs of the community, there are now many restaurants, present with a new look to answer the needs of today's consumers. With the emergence of many restaurants, making every businessman in the culinary field set the right strategy for consumers by paying attention to the service marketing mix factor so that consumers want to decide on buying at Kandang Ayam as part of consumer actions after evaluating all existing alternatives and leading to the creation of loyalty which is indicated by the positive attitude of consumers towards Kandang Ayam, is committed to Kandang Ayam, and intends to continue purchases in the future. The purpose of this study was to find out and analyze the influence of the service marketing mix on purchasing decisions and their impact on customer loyalty at Kandang Ayam Bandung. This type of research is quantitative associative using explanatory causal analysis methods. The population is unknown, so the Unknown Populations formula is used. Samples were taken by nonprobability sampling method, namely purposive sampling. The questionnaire was addressed to Kandang Ayam’s visitors on Kebon Jati outlet and Karapitan outlet. There are 97 questionnaires that are feasible to be sampled. The data obtained were analyzed using PLS (Partial Least Square) analysis techniques through WarpPLS 3.0 software. From the results of hypothesis testing that has been done, it has been found that the product, price has an effect on purchasing decisions, but place, promotion, people, process, and physical evidence have no effect on purchasing decisions, and other results indicate purchasing decisions affect customer loyalty in Kandang Ayam Bandung.
Keywords: Marketing Mix, Purchase Decision, Loyalty

 


ABSTRAK
Sebagai alat pemenuhan kebutuhan masyarakat yang terus berkembang, saat ini banyak sekali rumah makan, hadir dengan tampilan yang baru guna menjawab kebutuhan konsumen masa kini. Dengan munculnya banyak rumah makan, menjadikan setiap pelaku usaha di bidang kuliner menetapkan strategi yang tepat bagi konsumen dengan memperhatikan faktor bauran pemasaran jasa agar konsumen mau memutuskan pembelian di Kandang Ayam sebagai bagian dari tindakan konsumen setelah melakukan evaluasi terhadap seluruh alternatif yang ada dan berujung pada terciptanya loyalitas yang ditandai dengan adanya sikap positif konsumen terhadap Kandang Ayam, mempunyai komitmen pada Kandang Ayam, dan bermaksud meneruskan pembelian dimasa mendatang. Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis pengaruh bauran pemasaran jasa terhadap keputusan pembelian dan dampaknya terhadap loyalitas pelanggan di Kandang Ayam Bandung. Jenis penelitian ini adalah asosiatif kuantitatif dengan menggunakan metode analisis kausal eksplanatori. Populasi tidak diketahui oleh sebab itu digunakan rumus Unknown Populations. Sampel diambil dengan metode nonprobability sampling yaitu purposive sampling. Kuesioner ditujukan kepada pengunjung Kandang Ayam cabang Kebon Jati dan Karapitan. Terdapat 97 kuesioner yang layak untuk dijadikan sampel. Data yang diperoleh dianalisis dengan menggunakan teknik analisis PLS (Partial Least Square) melalui software WarpPLS 3.0. Dari hasil uji hipotesis yang telah dilakukan, telah didapati hasil bahwa product, price berpengaruh terhadap keputusan pembelian, namun place, promotion, people, process, dan physical evidence tidak berpengaruh terhadap keputusan pembelian, dan hasil lain menunjukkan keputusan pembelian berpengaruh terhadap loyalitas pelanggan di Kandang Ayam Bandung.

Kata kunci: Bauran Pemasaran, Keputusan Pembelian, Loyalitas.

Downloads

Published

2020-03-01

Issue

Vol. 5 No. 1 (2020)

Section

Articles

License

You are free to:

  1. Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
  2. Adapt — remix, transform, and build upon the material for any purpose, even commercially.
  3. The licensor cannot revoke these freedoms as long as you follow the license terms.

Under the following terms:

  1. Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
  2. ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
  3. No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

Notices:

You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation.

No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.