Pengaruh Bauran Pemasaran Pada Keputusan Pembelian Spontan

Authors

  • Era Agustina Yamini Universitas Aisyiyah Yogyakarta

Keywords:

product, price, promotion, placement, impulsive buying

Abstract

This study aims to examine the effect of the marketing mix (product, price, promotion, distribution) on spontaneous purchasing decisions. The sample in this study were consumers who had made a spontaneous purchase. The number of respondents in this study were 150 people. This research is a quantitative study, with the sampling method is purposive sampling. The data analysis technique used is multiple linear regression analysis with the help of SPSS. The results of this study indicate that there is an influence between the marketing mix on impulsive buying behavior.

Downloads

Download data is not yet available.

References

Assael, Henry. 2001.Consumer Behavior and Marketing Action. 6th ed. NatorpBlvd,Mason: South-Western College Publishing.

Beatty, S.E. and M.E. Ferrel (1998), “Impulse Buying: Modeling its Precursors,” Journal of Retailing, Vol. 74, Issue 2,pp .169-191.

Duarte, P; Raposo, M; and Ferraz M. (2013), “Drivers of Snack Foods Impulse Buying Behavior among Young Consumers,” British Food Journal, Vol. 115, pp. 1233-1254.

Hair, J. F.; W.C. Black; B.J. Babin; and R.E. Anderson (2010), Multivariate Data Analysis, 7thed. Upper Saddle River, New Jersey, Pearson Prentice Hall.

Hausman, A. (2000),” A Multi Method Investigation of Consumer Motivations in Impulse Buying Behavior,” Journal of Consumer Marketing, Vol. 1, pp. 403-419.

Hawkins, D.I. and D.L. Mothersbaugh (2013), Consumer Behavior: Building Marketing Strategy, 12thed. New York: McGraw-Hill Irwin.

Kotler, Philip dan Amstrong, Gary, (2014), Principles of Marketin, 12th Edition, Jilid 1 Terjemahan Bob Sabran Jakarta : ErlanggaFandy Tjiptono. 2015. Strategi Pemasaran. Edisi 4: Andi.

Mehrabi, J; Nasiri, R; and Mansuri, M. (2014), “Investigate and Priority of (4P) Factors on Consumer Decision for Marketing Strategy,” Journal of Current Research in Science, Vol. 2, pp. 592-595.

Neuman, W.L. (2006). Social Research Methods: Qualitative and Quantitative Approach 6th ed. Pearson International.

Prakash, A and A. Sharma (2016), “Dimensions of Point of Purchase Factors in Impulsive Buying of Women’s Skincare Cosmetics in India,” Journal o Business and Retail Management Research, Vol. 10, pp. 30-43.

Rafiq, M and Ahmed, P. (1995), “Using the 7Ps as a Generic Marketing Mix: An Exploratory Survey of UK and European Marketing Academics,” Marketing Intelligence and Planning, Vol, 13, pp. 4-15.

Rook, Dennis W. Dan Fisher, Robert J. 1995, Normative Influence on Impulse Buying Behavior, Journal of Consumer Research 22(3): 305-13.

Sekaran, U. and R. Bougie (2013), Research Methods for Business, 6thed, John Wiley and Sons Ltd.

Sutrisno, N.A.R.A., Widodo, J., Zulianto, M. (2018). Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Produk RM Ayam Bakar Wong Solo Jember. Jurnal Pendidikan Ekonomi: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi, dan Ilmu Sosial.

Downloads

Published

2022-03-09

How to Cite

Era Agustina Yamini. (2022). Pengaruh Bauran Pemasaran Pada Keputusan Pembelian Spontan. ULIL ALBAB : Jurnal Ilmiah Multidisiplin, 1(4), 882–888. Retrieved from https://journal-nusantara.com/index.php/JIM/article/view/137

Issue

Vol. 1 No. 4: Maret 2022

Section

Articles

License

Copyright (c) 2022 Era Agustina Yamini

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.