The Effect Of Product, Price, Promotion, Place On Purchase Decisions In Micro, Small And Medium Enterprises (MSMEs) Taman Kelun Madiun

Nofan Triadi

Nofan Triadi Faculty of Economics and Business, Madiun PGRI University

Keywords: Product, Price, Promotion, Place, Purchase Decision

Abstract

A golden Indonesia in 2045, becoming an independent, advanced, developing country in all economic, political and social terms, can be realized if the MSME industry can be strong and the wheels of the economy turn. The aim of this research is to provide empirical evidence regarding the influence of Product, Pice, Promotion and Place on product purchasing decisions at Taman Kelun Madiun MSMEs. The data source used is primary data, data obtained from data collection using a questionnaire with a sample of 404 respondents. The results of this research: Product has a positive and significant effect on purchasing decisions at Taman Kelun MSMEs, Price has a positive and significant effect on purchasing decisions at Taman Kelun MSMEs, Promotion has no positive and significant effect on purchasing decisions at Taman Kelun MSMEs and Place has a positive and significant effect on purchasing decisions at Taman Kelun MSMEs.

References

Ahyar H., Maret, U.S., Andriani, H., Sukmana, D.J., Mada, U.G., Hardani, S.Pd., M.S., Nur Hikmatul Auliya, G.C.B., Helmina Andriani, M. S., Fardani, R.A., Ustiawaty, J., Utami, E.F., Sukmana, D.J., & Istiqomah, R.R. (2020). Buku Metode Penelitian Kualitatif & Kuantitatif (Issue March).

Al-Dmour, H., Al-Qawasmi, S. (2022). The Role of Electronic Word of Mouth (eWOM) and The Marketing Mix on Women’s Purchasing Intention of Children Dietary Supplements. International Journal of Pharmaceutical and Healthcare Marketing.

andra, Y., Sari, D. S., Ismail W. (2019). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pada Usaha Mikro Kecil Menengah (UMKM) Sale Pisang Purwobakti Muaro Bungo. Jurnal Ilmu Manajemen Terapan

Djaslim Saladin (2016). Manajemen Pemasaran. Bandung: Agung Ilmu.

Ernawati, R. (2021). Analisis Pengaruh Promosi, Harga, dan Citra Merek terhadap Keputusan Pembelian pada Situs E-commerce Zalora di Jakarta. Business Management Analysis Journal (BMAJ), 4(2), 80–98. https://doi.org/10.24176/bmaj.v4i2.6663

Fandy Tjiptono dan Gregorius Chandra, (2016). Service, Quality & satisfaction. Yogyakarta.

Andi Fawzi, M.G.H., Iskandar, A.S., Erlangga, H., Nurjaya, & Sunarsi, D. (2002). Strategi Pemasaran, Konsep, Teori dan Implementasi. In Pascal Book http://repository.ibs.ac.id/id/eprint/4973

Firmansyah, D.M.A. (2018). Perilaku Konsumen (Perilaku konsumen). In Grup Penerbitan CV BUDI UTAMA (Issue september). Grup Penerbitan CV BUDI UTAMA

Ghozali, I., & Latan, H. (2015). Partial Least Squares Konsep, Metode dan Aplikasi Menggunakan Program SmartPLS 3.0 Edisi 2. Universitas Diponegoro Semarang

Kotler dan keller (2014). Manajemen Pemasaran. Edisi Ketiga Belas, Jilid 1. Jakarta: Erlangga

Kotler.P. (2015). Pengaruh harga, kualitas produk dan citra merek terhadap keputusan pembelian. 9-30.

Kotler.P. (2018). Manajemen Pemasaran (Edisi 12 J). PT. Indeks.

Kotler, P., & Amstrong, G. (2008). Prinsip-Prinsip Pemasaran Jilid 1 (Edisi 12). Jakarta: Erlangga

Kotler, Philip and Kevin Lane Keller, (2016). Marketing Managemen. 15Edition, Pearso Education, Inc

Kumesan, B. Y., Wenas, R. S., Poluan, J. G., (2021). Analisis Pengaruh Diferensiasi Produk, Persepsi Harga Dan Promosi Terhadap Niat Beli Konsumen di Restoran Cepat Saji Richeese Factory Bahu Mall Manado. Jurnal Emba, 9 (4), 1187-1197.

Mamonto, F. W., Tumbuan, W. J. F., & Rogi, M. H. (2021). Analisis Faktor-Faktor Bauran Pemasaran (4P) Terhadap Keputusan Pembelian Pada Rumah Makan Podomoro Poigar di Era Normal Baru. Jurnal EMBA, 9(2), 110–121.

Millenium, S., Alicia, Suardana, Wayan, I., Negara, K., & Made, I. (2021). Pengaruh Digital Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Pada Startup Bike Rental Bananaz Bali. Jurnal IPTA, 9(1), 173.https://doi.org/10.24843/ipta.2021.v09.i01.p17

Putra, Q. E., Tarigan, Z. J. H., Sitepu, R. B., Singh, S. K. (2020). The Imppact of Marketing Mix on The Consumer Purchase Decision in the Surabaya-Indonesia Hotel Residence. SHS Web Conferences.

Rosita, Dewi, Novitaningtyas, & Ivo. (2021). Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Produk Wardah pada Konsumen Mahasiswa. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 4(4), 494–505. https://doi.org/10.31842/jurnalinobis.v4i4.20.

Sofiah, M., Ramadhani, S., Rahmani, N. A. B. (2023). Analisis Pengaruh Bauran Pemasaran 4P (Product, Price, Promotion, Place) Terhadap Keputusan Pembelian Pada Usaha Mikro Kecil Menengah (UMKM). Jurnal Riset Ekonomi dan Bisnis. Sugiyono. (2015). Metode Penelitian Kuantitatif Kualitatif Dan R&D. Alfabeta