Analisis pengaruh "marketing mix" terhadap loyalitas merek dan keputusan pembelian (studi kasus pada merek kopi Janji Jiwa) = Analysis of marketing mix (4p) effect on brand loyalty and purchase decisions (study case on kopi janji jiwa coffee)

Purnama, Christian (2020) Analisis pengaruh "marketing mix" terhadap loyalitas merek dan keputusan pembelian (studi kasus pada merek kopi Janji Jiwa) = Analysis of marketing mix (4p) effect on brand loyalty and purchase decisions (study case on kopi janji jiwa coffee). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dengan adanya persaingan yang ketat mengharuskan perusahaan untuk terus berinovasi agar bisa terus bersaing dengan perusahaan lainnya. Salah satu sektor yang sedang bersaing ketat di Indonesia adalah kopi. Perkembangan konsumsi kopi Indonesia selalu meningkat dari tahun ke tahun dan juga ditandai dengan banyaknya bermunculan merek-merek kopi baru di Indonesia, seperti Kopi Janji Jiwa. Agar bisa terus bersaing pelaku-pelaku usaha bisa menggunakan alat manajemen yang biasa dikenal dengan istilah bauran pemasaran atau marketing mix yang terdiri dari produk (Product), harga (Price), lokasi (Place), dan promosi (Promotion). Penelitian ini dilakukan karena adanya inkonsistensi hasil dari penelitian sebelumnya. Tujuan dari penelitian ini adalah untuk membuat model penelitian empiris yang terdiri dari variabel produk, harga, lokasi, promosi, loyalitas merek, dan juga keputusan pembelian dan juga mengetahui pengaruh variabel variabel produk, harga, lokasi, promosi terhadap loyalitas merek dan keputusan pembelian. Data pada penelitian ini diambil dengan cara membagikan kuesioner berupa link Google Form melalui media sosial seperti Whatsapp, Line, dan Instagram. Pengolahan data dilakukan dengan menggunakan software SmartPLS 3.0 yang terdiri dari pengolahan frekuensi profil dan demografis responden, uji outer model, inner model, dan uji hipotesis. Berdasarkan penelitian ini diketahui bahwa variabel produk (X1), promosi (X4), dan harga (X2) memiliki pengaruh terhadap variabel loyalitas merek (X5) dan variabel produk (X1), promosi (X4), dan harga (X2) memiliki keputusan pembelian (Y), sedangkan variabel lokasi (X3) tidak memiliki pengaruh terhadap loyalitas merek (X5) dan keputusan pembelian (Y). / Intense competition requires companies to continue to innovate in order to continue to compete with other companies. One sector that is competing in Indonesia is coffee. The development of Indonesian coffee consumption is always increasing from year to year and is also marked by the emergence of new coffee brands in Indonesia, such as Kopi Janji Jiwa. In order to continue to compete, business actors can use management tools commonly known as the marketing mix consisting of products, prices, locations, and promotions. This research was conducted because of the inconsistency of the results from previous studies. The purpose of this study is to create an empirical research model consisting of product variables, price, location, promotion, brand loyalty, and also purchasing decisions and also determine the effect of product variables, price, location, promotion on brand loyalty and purchasing decisions. The data in this study were taken by distributing questionnaires in the form of Google Form links through social media such as Whatsapp, Line, and Instagram. Data processing was performed using SmartPLS 3.0 software consisting of processing the respondent's profile and demographic frequency, outer model test, inner model, and hypothesis testing. Based on this research it is known that product variables (X1), promotions (X4), and prices (X2) have an influence on brand loyalty variables (X5) and product variables (X1), promotions (X4), and prices (X2) have purchasing decisions (Y), while the location variable (X3) has no influence on brand loyalty (X5) and purchasing decisions (Y).

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