Pengaruh pelaksanaan bauran pemasaran terhadap proses keputusan pembelian konsumen pada jamu di Banda Aceh

Pengaruh pelaksanaan bauran pemasaran terhadap proses keputusan pembelian konsumen pada jamu di Banda Aceh

Rusydi Abubakar

An effective marketing program collects all of elemen of the marketing mix into one cohesive program designed o obtain a company’s terget in order to determine the company’s position towards competition, in order to win consumers as a target market facing such reality, compnies are required to be able to devlop an active marketing policy and always follow technological and economical developments. The aim of this study is to (1) analyze the affect of marketing mix on the purchasing decision of consumers in the jamu industry in Banda Aceh (2) Knowing what type of the marketing mix element most effect consumers buying the decisions in the jamu industry in Banda Aceh. The object of the study on independent variable: product, price, promotion and place. There are 2 methods pf study used, namely th descriptive and verivication methods. The sample in this study consist of 225 jamu industry consumers scattrd through 3 (three) distric in Banda Aceh. The methods of data collection is documentation, interview and quistionnaries while the data analysis methods is the descriptive and paet analysis. The results of this study indicate that the elements of the marketing mix simultaneously affect the consumers buying decision positively and partyaly indicate that the product, price, price and promotion element have a positive affect, while the place (location) element has a negative effect. At the same time th marketing mix involving product, price and promotion significantly affect th buyin decision of jamu industry products in Banda Aceh. The most dominant variable the decision of consumers is th promotion variable, which an be as high as 28, 60%.

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English