The Effect of 7P Marketing Mix on Purchasing Decisions For Gudeg Kaleng Bu Tjitro 1925 Original Variant at CV. Buana Citra Sentosa Yogyakarta
DOI:
10.25047/jmaa.v4i2.103Downloads
Abstract
This research was conducted in response to the growing business landscape, which requires companies to carefully strategize their marketing approaches to enhance sales performance. CV. Buana Citra Sentosa, a company offering four variants of canned gudeg, positions its Gudeg Kaleng Bu Tjitro 1925 original variant as the flagship product. The objective of this study is to assess how the marketing mix at CV. Buana Citra Sentosa affects purchasing decisions and customer satisfaction. Ensuring the timely supply of raw materials and inventory management is critical for maintaining an efficient and rapid production process, thus meeting both consumer demand and the company's operational goals. The research surveyed 80 customers who had purchased the Gudeg Kaleng Bu Tjitro 1925 original variant. Utilizing multiple linear regression analysis via SPSS 24 for Windows, the findings revealed that all marketing mix variables—product, price, place, promotion, people, physical evidence, and process—collectively have a significant impact on purchasing decisions. Additionally, each variable independently influences purchase decisions for the Gudeg Kaleng Bu Tjitro 1925 product at CV. Buana Citra Sentosa in Yogyakarta.
Keywords:
Product , Price , Place , Promotion , People , Physical Evidence and DecisionReferences
[1] R. Hurriyati, Bauran Pemasaran dan Loyalitas Konsumen. Bandung: Alfabeta, 2005.
[2] N. Asnawi and Masyhuri, Metodologi riset manajemen pemasaran. Malang: UIN-Maliki Press, 2011.
[3] N. Haliana, “Analysis of factors that influence consumers in making purchasing decisions for Indomie brand instant noodle products,” Gunadarma University, 2012.
[4] Sugiono, Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta, 2016.
[5] Sugiyono, Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta, 2019.
[6] I. Ghozali, Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25, Edisi 9. Semarang: Badan Penerbit Universitas Diponegoro, 2018.
License
Copyright (c) 2024 Dian Dewi Kumalasari, Ardela Nurmastiti, Dwi Aulia Puspitaningrum
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation.
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
