Identifikasi Faktor-faktor yang mempengaruhi Keputusan Pembelian Rengginang Cassava di Landbouw Mart Ketindan

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Nining Hariyani
Belinda Widyastuti

Abstract

ABSTRAK


Tujuan dari penelitian ini adalah untuk mengetahui faktor-faktor yang mempengaruhi keputusan pembelian rengginang cassava di Landbouw Mart Ketindan Malang. Penelitian ini termasuk dalam penelitian kualitatif dengan menggunakan analisis deskriptif melalui tes kategorisasi. Pengumpulan data dilakukan dengan menggunakan instrumen kepada 27 orang responden yang mengikuti pelatihan di Balai Besar Pelatihan Pertanian Ketindan. Hasil penelitian menunjukkan bahwa responden tertarik untuk melakukan pembelian sebesar 85,1%. Keputusan pembelian tersebut dipengaruhi oleh faktor produk 96,3%, harga 81,4%, promosi 96,2%, tempat 100%, orang 100%, proses 100%, dan bukti fisik sebesar 85,1%. Guna meningkatkan jumlah penjualan produk perlu dilakukan tinjauan ulang dan perbaikan terutama harga jual yang dinilai relatif mahal dibandingkan dengan produk sejenis di pasaran dan penambahan varian rasa guna memperluas peluang pasar. Bukti fisik berupa lingkungan/tempat, meskipun dinilai strategis dan nyaman, namun perlu dilakukan penambahan aneka produk lain agar lebih variatif. Selanjutnya untuk menjangkau jaringan pasar yang lebih luas perlu dikembangkan promosi tidak hanya personal selling, tetapi juga menggunakan media sosial seperti Facebook, Instagram dan toko online/marketplace.


Kata kunci – Keputusan pembelian, rengginang casava, bauran pemasaran


 ABSTRACT


 The purpose of the research is to identify the factors that influenced the decision to buy cassava chips at the Landbouw Mart Ketindan, Malang. This research was included in a qualitative study using descriptive analysis through categorization tests. Data collection was carried out using instruments to 27 people who were training in Ketindan Agricultural Training Center. The results showed that respondents were interested in making purchases by 85.1%. The purchasing decision was obtained by the product factor 96.3%, price 81.4%, promotion 96.2%, place 100%, persons 100%, process 100%, and physical evidence of 85.1%. In order to increase the number of product sales, it is necessary to improve, especially the selling price which is considered relatively expensive between similar products in the markets and the addition of flavor variants in order to expand market opportunities. Physical evidence in the form of environment / place, even though it has been considered strategic and comfortable, but it is necessary to add other types of products to be more varied. Furthermore, in order to reach a wider market network, it is necessary to develop promotions in addition to promotions not only personal selling, but also using social media such as facebook, instagram and the online shop/marketplace.


Keywords: purchasing decisions, rengginang cassava, marketing mix

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