Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Sayur Organik di Supermarket Kota Semarang
Sheravina Arisanti, Sugiyarto, S.P., M.Sc.; Prof. Dr. Ir. Dwidjono Hadi Darwanto, S.U.
2023 | Skripsi | S1 EKONOMI PERTANIAN DAN AGRIBISNIS
Penelitian ini
bertujuan untuk (1) mengetahui kinerja bauran pemasaran sayur organik di supermarket Kota
Semarang menurut konsumen, (2) mengetahui pengaruh bauran pemasaran terhadap keputusan pembelian
sayur organik, dan (3) mengetahui faktor yang berpengaruh dominan terhadap keputusan
pembelian sayur organik. Sampel penelitian sebanyak 80 konsumen dipilih secara incidental
sampling dengan kriteria pernah membeli sayur organik di supermarket Kota Semarang dan minimal
berusia 17 tahun. Data
dikumpulkan dengan
menggunakan kuesioner yang berisi penilaian konsumen terhadap bauran pemasaran sayur organik
(produk, harga, tempat, promosi, orang, proses, dan bukti fisik). Kinerja bauran pemasaran dianalisis
dengan menggunakan analisis deskriptif, sedangkan analisis pengaruh bauran
pemasaran dan faktor yang paling dominan terhadap keputusan pembelian dilakukan
dengan analisis regresi linear berganda. Hasil penelitian menunjukkan (1) kinerja bauran pemasaran sayur organik di supermarket Kota
Semarang menurut konsumen termasuk dalam kategori tinggi, (2) produk, tempat, bukti fisik, dan pendapatan konsumen berpengaruh terhadap keputusan pembelian sayur organik, dan (3) bauran produk memiliki pengaruh yang paling dominan terhadap
keputusan pembelian sayur organik di supermarket Kota Semarang.
The
aims of this research were (1) to determine the performance of the marketing
mix of organic vegetables at supermarkets in Semarang Municipality according to consumers, (2) to determine the influence of the
marketing mix on the purchase decision of organic vegetables, (3) to determine the factor that has a
dominant influence on the purchase decision of organic vegetables. Eighty respondents who were at least 17 years old and
had shopped for organic vegetables at supermarkets in Semarang Municipality were
selected by using incidental sampling method. The data were collected by using a
questionnaire about consumers’ assessment of organic vegetables’ marketing mix (product, price, place,
promotion, people, process, and physical evidence). The performance
of the marketing mix was analyzed by using descriptive analysis. Meanwhile, the influence of the marketing mix and the dominant factor on purchase decision were analyzed by using multiple
linear regression analysis. The result
of the study showed that (1) the
marketing mix performance of organic vegetables at supermarkets in Semarang Municipality was categorized in the high level; (2) the determinants of consumers’
purchase decisions were product, place, physical evidence, and income; and (3) the product
was the most
dominant factor on
purchase decision of organic vegetables at supermarkets in Semarang Municipality.
Kata Kunci : bauran pemasaran, keputusan pembelian, sayur organik, supermarket
