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

Authors

  • Etty Carolina
  • Imam Santoso
  • Panji Deoranto

DOI:

https://doi.org/10.21776/ub.wacana.2015.018.01.6

Keywords:

Healthy Food Bar, Marketing Mix, Perilaku Konsumen, Regresi Linier Berganda

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

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Published

2015-02-02

Issue

Vol. 18 No. 1 (2015)

Section

Articles

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