Does purchasing power mediate the marketing mix on purchasing decisions of IP publisher book customers
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Oct 20, 2023
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Abstract
Along with the times, the level of competition is getting higher and higher, including the operations of printing companies. In addition to competition between companies, printing companies have challenges in product adjustments that are no longer done offline printing, but also online. This research is aimed at analyzing the effect of the marketing mix on purchasing decisions with purchasing power as an intervening variable, the marketing mix studied as an independent variable, including, product, price, distribution and promotion. The research method uses a descriptive quantitative approach. The sample was determined as many as 103 IP Publisher consumers from June 2021 to July 2022 who were taken using the incidental sampling method. Data was collected using a questionnaire. The analysis tool uses SmartPLS. According to the analysis' findings, it is known: 1) there is a positive and significant effect between price on purchasing decisions, and purchasing power mediation strengthens the effect of price on purchasing decisions; 2) There is no effect between products on purchasing decisions, and purchasing power mediation weakens the effect of products on purchasing decisions; 3) there is a positive and significant effect between distribution on purchasing decisions, and purchasing power mediation weakens the effect of distribution on purchasing decisions; 4) There is no effect between promotions on purchasing decisions, and purchasing power mediation strengthens the effect of promotions on purchasing decisions.
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How to Cite
Aji, L. B., & Achmad, N. (2023). Does purchasing power mediate the marketing mix on purchasing decisions of IP publisher book customers. Enrichment : Journal of Management, 13(4), 2396-2406. https://doi.org/10.35335/enrichment.v13i4.1602
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Arfah, Y. (2022). Keputusan Pembelian Produk. Padang Sidempuan: PT Inovasi Pratama Internasional.
Budiman, J. (2018). Pengaruh Daya Beli Masyarakat dan Strategi Pemasaran Dalam Meningkatkan Hasil Penjualan Pada Bisnis Property. UNISTEK, 5(1), 1–6. https://doi.org/10.33592/unistek.v5i1.277
Effendi, B. (2021). Analisa Harga, Produk, Promosi terhadap Keputusan Konsumen pada Pembelian Properti di Kantor Brighton Citraland Surabaya. UMJ: UBHARA Management Journal, 1(1), 135–144.
Fadli, A., Syahlina, M., Amelia, R., Ningsih, S., & Affiah, H. (2022). The Influence of Price and Product Quality on Purchase Decisions at Meimei Plaza Marelan. LEGAL BRIEF, 11(2), 1040–1045.
Fadli, M., Heriyanto, M., & Othman, L. (2021). The Effect of Pricing and Promotion on Consumer Purchase Decisions of Suzuki Car at PT. Sejahtera Buana Trada Suzuki Mobil Pekanbaru. Enrichment : Journal of Management, 12(1), 127–134. https://doi.org/10.35335/enrichment.v12i1.170
Fanto, E. (2021). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Smartphone Samsung (Studi Kasus pada Mahasiswa Stiesia Surabaya). Jurnal Ilmu Dan Riset Manajemen, 10(7), 1–18.
Furqon, M., Rukhviyanti, N., Suharti, L., & Azhari, A. (2022). Pengaruh Kualitas Produk dan Daya Beli Konsumen Terhadap Keputusan Pembelian Beras Lumbung Padi Indonesia (LPI) di Pasar Perumnas. JSMA (Jurnal Sains Manajemen Dan Akuntansi), 14(2), 97–107. https://doi.org/10.37151/jsma.v14i2.101
Ghozali, I. (2021). Partial Least Squares : Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.2.9 Untuk Penelitian Empiris. Semarang: Badan Penerbit Undip.
Ghozali, I., & Latan, H. (2015). Partial Least Squares : Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 Untuk Penelitian Empiris (Edisi 2). Semarang: Badan Penerbit Universitas Diponegoro.
Hasanah, T., Hestin, & Hardiyansyah. (2021). Effects of Product Quality and Promotion on Purchase Decision: A Case Study of The Lanang Suhang Soluble Coffee In Lahat Regency. International Journal of Scientific Research and Management, 9(12), 2765–2775. https://doi.org/10.18535/ijsrm/v9i12.em6
Hidayati, N. (2022). Manajemen Sumber Daya Manusia. Bandung: Media Sains Indonesia.
Kim, S. S., & You, Y. Y. (2020). Study on the influencing factors of business success variables of technology startup entrepreneurs. Research in World Economy, 11(2), 170–181. https://doi.org/10.5430/rwe.v11n2p170
Kotler, P., & Keller, K. L. (2016). Marketing Mangement. London, England: Pearson Edition Limited.
Latifah, N. (2022). Saluran Distribusi dan Daya Beli Masyarakat Terhadap Volume Penjualan. Jurnal Riset Mahasiswa Ekonomi (RITMIK), 4(4), 246–255.
Lestari, L., & Simanjuntak, D. (2017). Pengaruh Produk, Harga, Distribusi dan Promosi terhadap Keputusan Pembelian Konsumen di Minimarket Radja Pas Rantauprapat Kabupaten Labuhanbatu. Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 4(1), 42–49. https://doi.org/10.36987/ecobi.v4i1.700
Méndez-Suárez, M. (2021). Marketing mix modeling using PLS-SEM, bootstrapping the model coefficients. Mathematics, 9(15), 1–12. https://doi.org/10.3390/math9151832
Multazam, M., Jusni, J., & Munir, A. R. (2022). Analysis of the Effect of Marketing Mix on Purchase Decisions and Impact on Consumer Loyalty at Chocolate Houses in Palu City. Technium Business and Management, 2(2), 16–26.
Perdana, Y. A., Ratmono, R., & Septiana, N. (2022). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Produk pada UMKM Ita Karya Mandiri Gaya Baru IV Lampung Tengah di Moderasi Kebijakan Pemerintah pada Masa Pandemi Covid 19. Prosiding Seminar Nasional Penelitian Dan Pengabdian Kepada Masyarakat (SNPPM) Universitas Muhammadiyah Metro, 4(1 Special Issue (Gerakan Ekonomi Muhammadiyah)), 90–101.
Pomantow, R. A. P., Tumbuan, W. J. F. A., & Loindong, S. S. R. (2019). Pengaruh Kualitas Produk dan Harga Terhadap Daya Beli Bahan Bakar Jenis Pertalite (Studi Pada Konsumen PT. Pertamina (Persero) Manado). Jurnal EMBA, 7(1), 521–530. https://doi.org/10.35794/emba.v7i1.22441
Pramutoko, B. (2021). Pengaruh Pemilihan Lokasi, Daya Beli Konsumen dan Suasana terhadap Keputusan Pedagang Kaki lima Berjualan di Jalan H.O.S Cokroaminoto Kota Kediri. JMK (Jurnal Manajemen Dan Kewirausahaan), 6(2), 73–85. https://doi.org/10.32503/jmk.v6i2.1585
Rasyiddin, A., Rini, E. S., & Fadli. (2022). The Influence of Service Quality, Product Quality, Price and Promotion on AyamPenyet Jakarta (APJ) Purchase Decisions on SM Raja Medan Branch. International Journal of Research and Review, 9(1), 392–398. https://doi.org/10.52403/ijrr.20220146
Sipakoly, S. (2022). Price, Product Quality and Promotion on Purchase Decisions (Empirical Study on Consumers in Ambon City). Dinasti International Journal of Management Science, 3(5), 849–860. https://doi.org/10.31933/dijms.v3i5.1225
Sumarwan, U. (2012). Riset Pemasaran dan Konsumen. Bogor: ITB Press.
Sutisna. (2002). Perilaku Konsumen dan Komunikasi Pemasaran. Bandung: PT Remaja Rosdakarya.
Syafii, M., & Yuda, P. (2013). Pengaruh Variasi Produk dan Daya Beli terhadap Tingkat Keputusan Pembelian Produk Fresh Tea di Koperasi SMPN 3 Gresik. Gema Ekonomi (Jurnal Fakultas Ekonomi), 2(1), 1–17. https://doi.org/10.55129/.v2i1.244
Tjiptono, F. (2015). Strategi Pemasaran. Yogyakarta: Andi.
Warnadi, & Triyono, A. (2019). Manajemen Pemasaran. Yogyakarta: Deepublish.
Yusuf, R., & Nurhayati, L. (2018). The Influence of Promotion and Consumer Buying Power on Purchase Decisions on Retail Stores of PT Indomarco Prismatama Branch of Cigondewah Kaler Bandung. EKBIS Journal (Economics and Business), 6(1), 1–14.
Zhao, H., Yao, X., Liu, Z., & Yang, Q. (2021). Impact of Pricing and Product Information on Consumer Buying Behavior With Customer Satisfaction in a Mediating Role. Frontiers in Psychology, 12(720151), 1–11. https://doi.org/10.3389/fpsyg.2021.720151