Analisis Pengaruh Bauran Pemasaran Terhadap Niat Beli Produk Keju di "Mazaraat Artisan Cheese" Yogyakarta

Adinda Sukma Ningsih, Dr. Novita Erma Kristanti, S.T.P., M.P.; Dr. Darmawan Ari Nugroho, S.T.P., M.P

2025 | Skripsi | TEKNOLOGI INDUSTRI PERTANIAN

Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran yang meliputi produk, harga, distribusi, dan promosi terhadap niat beli produk keju “Mazaraat Artisan Cheese” Yogyakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling - Partial Least Squares (SEM-PLS) dan melibatkan 100 responden yang merupakan konsumen atau calon konsumen “Mazaraat Artisan Cheese”. Hasil analisis menunjukkan bahwa model penelitian memiliki tingkat kelayakan yang baik dengan nilai R-square sebesar 0,694, yang berarti 69,4% variasi niat beli dapat dijelaskan oleh keempat variabel bauran pemasaran. Secara parsial, produk berpengaruh positif dan signifikan terhadap niat beli dengan koefisien 0,312 (t-statistic 3,318; p = 0,001), harga berpengaruh positif signifikan dengan koefisien 0,324 (t-statistic 2,524; p = 0,012), sedangkan distribusi tidak berpengaruh signifikan dengan koefisien -0,131 (t-statistic 1,302; p = 0,193), dan promosi berpengaruh positif signifikan terhadap niat beli dengan koefisien tertinggi sebesar 0,390 (t-statistic = 3,206; p = 0,001. Berdasarkan hasil analisis, strategi pemasaran disarankan berfokus pada penguatan aspek promosi melalui demonstrasi produk dan peningkatan pengalaman berbelanja di toko.

This study aims to analyze the effect of the marketing mix, which includes product, price, distribution, and promotion, on the purchase intention of “Mazaraat Artisan Cheese” products in Yogyakarta. This study uses a quantitative approach with the Structural Equation Modeling - Partial Least Squares (SEM-PLS) method and involves 100 respondents who are consumers or potential consumers of “Mazaraat Artisan Cheese”. The analysis results show that the research model has a good level of feasibility with an R-square value of 0.694, which means that 69.4% of the variation in purchase intention can be explained by the four marketing mix variables. Partially, the product has a positive and significant effect on purchase intention with a coefficient of 0.312 (t-statistic 3.318; p = 0.001), price has a significant positive effect with a coefficient of 0.324 (t-statistic 2.524; p = 0.012), while distribution has no significant effect with a coefficient of -0.131 (t-statistic 1.302; p = 0.193), and promotion has a significant positive effect on purchase intention with the highest coefficient of 0.390 (t-statistic = 3.206; p = 0.001. Based on the analysis results, it is recommended that marketing strategies focus on strengthening promotional aspects through product demonstrations and enhancing the in store shopping experience. 

Kata Kunci : Bauran Pemasaran, Produk, Harga, Distribusi, Promosi, Niat Beli, SEM-PLS