Pengaruh Bauran Pemasaran Terhadap Minat Beli Ulang Pada Transmart Carrefour Buah Batu Bandung

Muthiah Muthmainnah, Putu Nina Madiawati

Abstract

Abstrak Perekonomian Indonesia pada saat ini berkembang dengan pesat. Salah satunya di bidang usaha ritel. Transmart Carrefour merupakan salah satu peritel terbesar di Indonesia. Seiring perkembangan pesat yang ada pada perusahaan ini, setelah dilakukan pra survey pada cabang terbarunya yaitu Transmart Carrefour Buah Batu terdapat beberapa masalah salah satunya yang dipengaruhi oleh harga serta promosi, sehingga konsumen belum sepenuhnya melakukan pembelian ulang. Penelitian ini bertujuan untuk mengetahui pengaruh dari bauran pemasaran terhadap minat beli ulang pada konsumen Transmart Buah Batu. Variabel yang bebas pada penelitian ini adalah bauran pemasaran yang terdiri dari product, price, place, promotion, process, people serta physical evidence serta variabel terikat pada penelitian ini adalah minat beli ulang. Metode penelitian yang digunakan adalah kuantitatif deskriptif dan menggunakan model regresi linier berganda. Teknik sampling probability sampling, dengan turunan simple random sampling, dengan jumlah populasi sebanyak 313.606 dan sampel 400 orang. Berdasarkan hasil penelitian, variabel bauran pemasaran yang terdiri dari product, price, place, promotion, process, people serta physical evidence memiliki pengaruh yang signifikan secara simultan terhadap minat beli ulang. Secara parsial price, place, promotion, people, process, dan physical evidence berpengaruh signifikan terhadap minat beli ulang, sedangkan variabel product dan people tidak berpengaruh. Hasil analisis koefisien determinasi menunjukkan bahwa bauran pemasaran memiliki pengaruh sebesar 50,3% terhadap minat beli ulang sedangkan sisanya 49,7% dipengaruhi oleh variabel lain. Kata Kunci : Bauran Pemasaran, Minat Beli Ulang, Probability Sampling Abstract The Indonesian economy is currently growing rapidly. One of them is in the retail business. Transmart Carrefour is one of the largest retailers in Indonesia. Along with the rapid development that exists in this company, after conducting a pre- survey on the newest branch of the Transmart Carrefour Buah Batu there are several problems, one of which is influenced by price and promotion, so that consumers have not fully repurchased. This study aims to determine the effect of the marketing mix on the interest in repurchasing consumers of Transmart Buah Batu. The independent variable in this study is the marketing mix consisting of product, price, place, promotion, process, people and physical evidence and the dependent variable in this study is the interest in repurchasing. The research method used is quantitative descriptive and uses multiple linear regression models. Probability sampling sampling technique, with derivative simple random sampling, with a population of as many as 271.741 and a sample of 400 people. Based on the results of the study, the marketing mix variable consisting of product, price, place, promotion, process, people and physical evidence has a simultaneous significant effect on repurchasing interest. Partially price, place, promotion, people, process, and physical evidence have a significant effect on repurchase interest, while product and people variables have no effect. The results of the coefficient of determination analysis show that the marketing mix has an influence of 50.2% on repurchase interest while the remaining 49.7% is influenced by other variables. Keywords : Marketing Mix, Interest of Repurchasing, Probability Sampling

Full Text:

PDF

Refbacks

  • There are currently no refbacks.
max_upload :0