Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Kaos Five Review Di Lazada Selama Pandemi Covid-19

Muhammad Kusmayadi, Trisha Gilang Saraswati

Abstract

Abstract
Online sales of Five Review products in the Lazada marketplace are increasing during the Covid 19 pandemic. The increase in sales is allegedly influenced by the marketing mix or can be called 4p (Product, price, place, and promotion). This study aims to determine the effect of the 4p marketing mix consisting of product, price, place, and promotion on purchasing decisions in the Lazada marketplace partially and simultaneously. The method in this research is descriptive and causal with a quantitative approach. Sampling was carried out using the accidental sampling method, the results of the number of respondents obtained were 400 respondents. The analytical technique used in this research is the classical assumption test and multiple linear regression which is processed using SPSS 0.25. The results of this study show that Product, Price and Promotion variables have a significant and significant effect on Purchase Decisions, but Place has no influence on Purchase Decisions. The 4p marketing mix variable consisting of Product, Price, Place and Promotion has a simultaneous effect on Purchase Decision with an Rsquare value of 47.7%. With these results it is stated that Five Review products must focus on increasing new products to be made, determining prices that can compete with similar products and increasing promotional events for consumers of Five Review products.
Keywords: Product, Promotion, Price, Purchase Decision, Place.

Abstrak
Penjualan secara online produk Five Review di marketplace Lazada semakin meningkat di masa pandemi Covid 19. Meningkatknya penjualan diduga dipengaruhi oleh bauran pemasaran atau bisa disebut 4p (Product, price, place, and promotion). Penelitian ini bertujuan untuk mengetahui pengaruh marketing mix 4p yang terdiri dari product, price, place, dan promotion terhadap keputusan pembelian di marketplace Lazada secara parsial dan simultan. Metode pada penelitian ini adalah deskriptif dan kausal dengan pendekatan kuantitatif. Pengambilan sampel yang dilakukan adalah menggunakan metode accidental sampling , hasil jumlah responden yang didapatkan sebanyak 400 reponden. Teknik analisis yang digunakan dalam penelitian ini yaitu uji asumsi klasik dan regresi linier berganda yang diolah menggunakan SPSS 0.25. Hasil pada penelitian ini menunjukan variabel Product, Price dan Promotion memiliki pengaruh dan signifkan terhadap Purchase Decision, tetapi Place tidak memiliki pengaruh terhadap Purchase Decision. Variabel marketing mix 4p yang terdiri dari Product, Price, Place dan Promotion berpengaruh secara simultan terhadap Purchase Decision dengan nilai Rsquare 47,7%. Dengan hasil tersebut dinyatakan bahwa produk Five Review harus fokus untuk meningkatkan produk baru yang akan dibuat, menentukan harga yang bisa bersaing dengan produk serupa serta meningkatkan event-event promosi terhadap konsumen produk Five Review.
Kata Kunci: Produk, Promosi, Harga, Keputusan Pembelian, Tempat.

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