The influence of marketing mix towards purchase decision of pocari sweat product
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May 19, 2023
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Abstract
Huge competition in the bottled water industry drives the companies to choose the right strategy to apply. The purpose of this research is to evaluate the role of quality of product, price as well as promotion in increasing purchase decision for Pocari Sweat products. Quantitative descriptive has been chosen as research method. Research population was gathered from those consumers who have drink up Pocari Sweat through nonprobability sampling as Sampling method used which obtained 75 respondents. The data was earned from questionnaires results which then proceeded by multiple linear regression analysis as Technical analysis with the assist from SPSS statistics version 26.0 for windows program. And it is found that (1) product quality has no meaning in affecting purchase decision (2) price has significantly positive in affecting purchase decision (3) promotion has significantly positive in Influencing purchasing decision.
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How to Cite
Winarti, C. E., Andzar, R. D., Cahaya, Y. F., & Erasashanti, A. P. (2023). The influence of marketing mix towards purchase decision of pocari sweat product. Enrichment : Journal of Management, 13(2), 714-721. https://doi.org/10.35335/enrichment.v13i2.1296
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Amerta Indah Otsuka. (2019, November 18). Pocari Sweat, Official Isotonic Drink Sea Games 2019. Amerta Indah Otsuka. https://www.aio.co.id/news/pocari-sweat-official-isotonic-drink-sea-games-2019
Amerta Indah Otsuka. (2020, September 3). Pocari Sweat Bintang SMA 2020: Ajang Pencarian Bakat Online Anak SMA Kembali Digelar. Amerta Indah Otsuka. https://www.aio.co.id/news/pocari-sweat-bintang-sma-2020-online-talent-search-for-high-school-students-is-held-again
Arikunto, S. (2018). Prosedur Penelitian: Suatu Pendekatan Praktik. Rineka Cipta.
Assuari, S. (2018). Manajemen Pemasaran (Dasar, Konsep & Strategi). Raja Grafindo Persada.
Beneke, J., Flynn, R., Greig, T., & Mukaiwa, M. (2013). The influence of perceived product quality, relative price and risk on customer value and willingness to buy: A study of private label merchandise. Journal of Product and Brand Management, 22(3), 218–228. https://doi.org/10.1108/JPBM-02-2013-0262
Destarini, F., & Prambudi, B. (2020). Pengaruh Produk dan Harga Terhadap Keputusan Pembelian pada Konsumen 212 Mart Condet Batu Ampar. Jurnal Ekobis: Ekonomi, Bisnis & Manajemen, 10(1), 58–66.
Fachmi, M., Setiawan, P., & Hidayat, A. (2019). Analysis of Factors Affecting Consumer Purchase Decision at Online Shops. International Journal of Innovative Science and Research Technology, 4(3), 118–121. www.ijisrt.com118
Ferdinand, A. (2014). Metode Penelitian Manajemen. Universitas Diponegoro.
Hasbiyadi, H., Mursalim, M., Suartini, S., Djunaid, S., & Masrum, A. A. (2017). Pengaruh Lokasi dan Promosi Terhadap Keputusan Pembelian Perumahan Villa Samata Sejahtera Pada Pt. Sungai Saddang Sejahtera. Jurnal Ilmiah Bongaya (Manajemen & Akuntansi), 2(2), 57–64.
Ismayana, S., & Hayati, N. (2018). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Lipstik Pixy. Jurnal Sains Manajemen & Akuntansi, X(2), 1–15. http://ojs.stan-im.ac.id/index.php/JSMA/article/view/30
Kotler, Philip, & Keller, K. L. (2018). Marketing Management. In Prentice Hall (14th ed.). Pearson Education, Inc. https://doi.org/10.4324/9781315099200-17
Kotler, Phillip, & Armstrong, G. (2021). Principles of Marketing (18th ed.). Pearson Education, Inc.
Kotler, Phillip, & Keller, K. L. (2016). Manajemen Pemasaran (13th ed.). Erlangga.
Laila, E. J., & Sudarwanto, T. (2018). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Jilbab Rabbani Di Butik Qta Ponorogo. Jurnal Pendidikan Tata Niaga (JPTN), 1(2), 1–9.
Lupiyoadi, R. (2014). Manajemen Pemasaran Jasa. Salemba Empat.
Nahlia, F., & DS, A. H. (2016). Pengaruh kualitas produk, harga, dan promosi terhadap keputusan pembelian kartu prabayar XL (studi kasus mahasiswa FISIP UNDIP Semarang). Jurnal Ilmu Administrasi Bisnis, 5(4), 49–62. https://ejournal3.undip.ac.id/index.php/jiab/article/view/13377
Pasaribu, R. F. A., Sianipar, I. L., Siagian, Y. F., & Sartika, V. (2019). Pengaruh Promosi Dan Harga Terhadap Keputusan Pembelian Produk Soyjoy Pt. Amerta Indah Otsuka Kota Medan. Jurnal Manajemen, 5(1), 45–52. https://www.ejournal.lmiimedan.net/index.php/jm/article/view/52
Pratama, D. P., & Sugiyono, S. (2020). Pengaruh Kualitas Produk, Harga, Dan Promosi Terhadap Keputusan Pembelian Mie Instan Merek Indomie. Jurnal Ilmu Dan Riset Manajemen, 9(7), 11–17.
Putra, A. N., & Basri, H. A. (2019). The Effects of Price , Product and Promotion of Astinet Services on Purchasing Decisions at North Jakarta Branch. International Journal of Innovative Science and Research Technology, 4(8), 524–530.
Sanjaya, S. (2015). Pengaruh Promosi dan Merek Terhadap Keputusan Pembelian Pada Pt. Sinar Sosro Medan. Jurnal Ilmiah Manajemen Dan Bisnis, 16(02), 108–122.
Simangunsong, R., & Morina. (2021). Pengaruh Promosi, Harga Dan Kepercayaan Terhadap Keputusan Pembelian Di E-Commerce Shopee Pada Mahasiswa Universitas Hkbp Nommensen Medan. Jurnal Ilmu Sosial Dan Politik, 1(2), 131–149. https://doi.org/10.51622/jispol.v1i2.413
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Tjiptono, F. (2015). Strategi Pemasaran (4th ed.). Andi.
Top Brand Index. (2023). Top Brand Index: Minuman Isotonik. Top Brand. https://www.topbrand-award.com/top-brand-index/?tbi_year=2023&tbi_index=top-brand&category=makanan-dan-minuman&type=subcategory&tbi_find=MINUMAN ISOTONIK
Wiharso, G., Prasetyo, J. H., Prakoso, B. S., & Fabrianto, L. (2022). The Effect Of Mobile Banking Product Quality On Customer Satisfaction Of Indonesian Sharia Bank Jakarta Wolter Monginsidi Branch. Matriks: Jurnal Sosial Dan Sains, 3(2), 80–88. https://matriks.greenvest.co.id/index.php/jmt/article/view/90/134