NDLI: Pengaruh Marketing Mix (7p) dan Perilaku Konsumen terhadap Keputusan Pembelian Produk Healthy Food Bar di Malang

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Pengaruh Marketing Mix (7p) dan Perilaku Konsumen terhadap Keputusan Pembelian Produk Healthy Food Bar di Malang

Content Provider	Semantic Scholar
Author	Carolina, Etty Santoso, Imam Deoranto, Panji
Copyright Year	2015
Abstract	Peningkatan aktivitas dan pendapatan penduduk, mendorong diperlukannya makanan yang praktis, mudah, cepat cara penyajiannya serta bergizi. Healthy Food Bar (HFB) merupakan produk yang mempertimbangkan nilai gizi yang tinggi dan praktis. Tujuan penelitian ini untuk mengetahui pengaruh secara simultan dan parsial variabel dalam marketing mix (atribut produk, harga, saluran distribusi, promosi, orang, proses, lingkungan fisik) serta dalam perilaku konsumen (faktor lingkungan, individu, psikologis) terhadap keputusan pembelian HFB. Hasil penelitian dari 100 responden menunjukan variabel marketing mix (produk, harga, saluran distribusi, promosi, orang, proses, lingkungan fisik) dan perilaku konsumen (faktor lingkungan, individu, psikologis) secara simultan berpengaruh signifikan terhadap keputusan pembelian produk HFB. Secara parsial variabel marketing mix (produk, harga, saluran distribusi, promosi, orang, proses) dan variabel perilaku konsumen (faktor lingkungan, individu, psikologis) berpengaruh signifikan sedangkan variabel lingkungn fisik berpengaruh tidak signifikan terhadap keputusan pembelian produk HFB. Kata kunci : Healthy Food Bar, Marketing Mix , Perilaku Konsumen, Regresi Linier Berganda
Starting Page	51
Ending Page	60
Page Count	10
File Format	PDF HTM / HTML
DOI	10.21776/ub.wacana.2015.018.01.6
Volume Number	18
Alternate Webpage(s)	http://wacana.ub.ac.id/index.php/wacana/article/download/323/296
Alternate Webpage(s)	https://wacana.ub.ac.id/index.php/wacana/article/download/323/296
Alternate Webpage(s)	https://doi.org/10.21776/ub.wacana.2015.018.01.6
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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