Pengaruh Bauran Pemasaran Terhadap Proses Keputusan Pembelian Pada Marketplace Shopee

Taufik Muliyana, Achmad Manshur Ali Suyanto

Abstract

Abstrak Semakin meningkatnya jumlah pengguna internet, memberikan potensi terhadap bisnis berbasis online. yang berdampak persaingan di industri bisnis e-commerce dalam aktivitas pemasaran. tentunya dalam menghadapi persaingan tersebut perusahaan perlu lebih mengenali prilaku konsumen dan strategi marketing mix yang tepat dan sesuai dengan kebutuhan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran dengan dimensi 7P (product, price, place, promotion, people, process dan physical evidence) terhadap proses keputusan pembelian pada marketplace Shopee dan seberapa besar pengaruhnya secara simultan dan parsial. Penelitian ini termasuk penelitian kuantitatif, berdasarkan tujuan penelitian ini termasuk penelitian deskriptif dan kausal. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah noprobability sampling dengan metode aksidental sampling, dengan jumlah responden sebanyak 100 responden. Analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda dengan bantuan SPSS 20. Berdasarkan hasil analisis desktriptif untuk variabel bauran pemasaran pada marketplace Shopee berada pada kategori baik dengan rata-rata skor persentase sebesar (82%) dan variabel proses keputusan pembelian juga dalam kategori baik dengan persentase sebesar (83.3%). Dari hasil uji hipotesis, variabel bauran pemasaran secara simultan berpengaruh signifikan terhadap proses keputusan pembelian dengan nilai F hitung > F tabel (24.435 > 2.11) dan signifikansi < 0.05 (0.000 < 0.05). Berdasarkan uji hipotesis secara parsial, pengaruh dimensi people, process dan physical evidence berpengaruh siginifikan terhadap proses keputusan pembelian. Dimensi people paling berpengaruh signifikan terhadap proses keputusan pembelian dengan nilai t hitung (3.349) > t tabel (1986) dan nilai signifikansi (0.001) < 0.05 dengan persentase sebesar 24.4%. Berdasarkan nilai koefisien determinasi didapat bahwa bauran pemasaran dapat menjelaskan proses keputusan pembelian sebesar 65%, dan sisanya sebesar 35% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. Saran dari penelitian ini marketplace Shopee sebaiknya selalu meningkatkan kualitas dan berinovasi, terutama pada startegi bauran pemasaran khususnya dimensi people, process dan physical evidence karena merupakan dimensi dari bauran pemasaran yang memiliki pengaruh signifikan terhadap proses keputusan pembelian sehingga apabila proses keputusan pembelian meningkat diharapkan akan menjadi keunggulan kompetitif dalam persaingan dalam industri bisnis e-commerce. Kata Kunci: Bauran Pemasaran, Proses Keputusan Pembelian Abstract The increasing number of internet users, provides the potential for online-based businesses. which impacts competition in the e-commerce business industry in marketing activities. of course, in the face of competition, companies need to better recognize consumer behavior and marketing mix strategies that are appropriate and in accordance with consumer needs. This study aims to determine the effect of the marketing mix with 7P dimensions (product, price, place, promotion, people, process and physical evidence) on the process of purchasing decisions in the Shopee marketplace and how much they influence simultaneously and partially. This research includes quantitative research, based on the purpose of this study including descriptive and causal research. The sampling technique used in this study is noprobability sampling with the accidental sampling method, with the number of respondents as many as 100 respondents. The data analysis used was descriptive analysis and multiple linear regression analysis with the help of SPSS 20. Based on the results of descriptive analysis for the marketing mix variables in the Shopee marketplace are in the good category with an average percentage score of (82%) and the process of purchasing decision variables are also in the good category with a percentage of (83.3%). From the results of hypothesis testing, marketing mix variables simultaneously have a significant effect on the purchasing decision process with the value of F count> F table (24,435> 2.11) and significance <0.05 (0,000 <0.05). Based on the partial hypothesis test, the influence of the dimensions of people, process and physical evidence has a significant effect on the process of purchasing decisions. The people dimension has the most significant effect on the purchasing decision process with the value of t count (3.349)> t table (1986) and the significance value (0.001) <0.05 with a percentage of 24.4%. Based on the determination coefficient value obtained that the marketing mix can explain the process of purchasing decisions by 65%, and the remaining 35% is influenced by other factors not examined in this study. Suggestions from this research Shopee marketplace should always improve quality and innovation, especially in the marketing mix strategy, especially the dimensions of people, process and physical evidence because it is a dimension of the marketing mix that has a significant influence on the purchasing decision process so that the purchasing decision process is expected to be superior competitive in competition in the e-commerce business industry. Keywords: Marketing Mix, Purchasing Decision Process

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