PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI MINIMARKET KOPMA UNIVERSITAS NEGERI YOGYAKARTA

Abstract

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran meliputi produk, harga, promosi, lokasi, orang/SDM, bukti fisik, dan proses, baik secara simultan maupun parsial terhadap keputusan pembelian konsumen di minimarket KOPMA Universitas Negeri Yogyakarta. Jenis penelitian ini adalah asosiatif kausal. Populasi penelitian ini adalah konsumen minimarket KOPMA UNY, yang rata-rata 957 orang/hari dan sampel 91 dengan menggunakan insidental sampling. Metode analisis data yang digunakan adalah analisis regresi berganda. Hasil analisis data menunjukkan bahwa: (1) Produk berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen; 2) Harga berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen; (3) Promosi berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen; (4) Lokasi berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen; (5) Orang/SDM berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen; (6) Bukti fisik berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen; (7) Proses berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen; (8) Bauran pemasaran secara bersama-sama berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Koefisien Determinasi R² sebesar 0,799 dapat diartikan bahwa 79,9% keputusan pembelian konsumen dipengaruhi oleh produk, harga, promosi, lokasi, bukti fisik, orang/SDM, dan proses. Lokasi memiliki sumbangan efektif tertinggi yaitu sebesar 17,2%, sedangkan sumbangan relatifnya sebesar 21,5% terhadap keputusan pembelian konsumen.     

Kata kunci: bauran pemasaran, keputusan pembelian konsumen      

Abstract

            This study aims to find out the effects of the marketing mix consisting of product, price, promotion, place, people/human resources, physical evidence, and process, both simultaneously and partially, on the consumers’ decisions to buy at the minimarket of KOPMA of Yogyakarta State University (YSU). This was a causal associative study. The research population comprised consumers of the minimarket of KOPMA of YSU with an average total of 957 consumers per day. The sample was 91 consumers use insidental sampling. The data were collected by a questionnaire. The data analysis method was multiple regression analysis. The results of the data analysis show that: (1) Product have positive and significant effects on the consumers’ decisions to buy; (2) Price have positive and significant effects on the consumers’ decisions to buy; (3) Promotion have positive and significant effects on the consumers’ decisions to buy; (4) Place have positive and significant effects on the consumers’ decisions to buy; (5) People/human resources have positive and significant effects on the consumers’ decisions to buy; (6) Physical evidence have positive and significant effects on the consumers’ decisions to buy; (7) process have positive and significant effects on the consumers’ decisions to buy; (8) Marketing mix together have an influence positive and significant effects on the consumers’ decisions to buy. The coefficient of determination (R²) of 0.799 indicates that 79.9% of the consumers’ decisions are affected by the variables of product, price, promotion, place, people/human resources, physical evidence, and process, while the remaining 21.1% are affected by other variables outside the study. Place has the highest effective contribution, namely 17.2%, while its relative contribution was 21.5% on the consumers’ decisions to buy.

Keywords: marketing mix, consumers’ decisions to buy