The Influence of Marketing Mix Variables on Consumer Decisions to Choose Panasonic Brand LED Television In Banda Aceh City
Affiliation Details
- Muhammad Jamil: Akademi Keuangan Perbankan Nusantara
- Ismail: Politeknik Kutaraja
Abstract
This research is descriptive in nature, namely to reveal the problems that arise especially in the marketing world of electronic television products produced and marketed by PT. Panasonic Indonesia. The purpose of this study is to determine how much influence the marketing mix variable has on consumer decisions to choose Panasonic Brand Televisions in Banda Aceh City. The scope of this study is the field of marketing science that focuses on the marketing mix on consumer behavior in choosing products and the location of the research is in Banda Aceh City. The number of research samples was 100 people taken by Purposive Sampling. The results of the F Test (overall) show that the product factors (x1), price (x2), distribution (x3), Promotion (x4), together have a significant effect on the decision to purchase Panasonic products in Banda Aceh City, this can be seen from the F count of 31.511 and F table 2.467. This means that statistically it proves that the alternative hypothesis (Ha) proposed can be accepted and rejects the null hypothesis (Ho). While partially the price variable does not have a significant effect on the decision to purchase Panasonic products, while the product distribution and promotion variables have a significant effect on the decision to purchase Panasonic products in Banda Aceh City.
Keywords:
Author Biographies
Muhammad Jamil
Akademi Keuangan Perbankan Nusantara
Finance and Banking Study Program, Akademi Keuangan Perbankan Nusantara, Medan Banda Aceh-Idi Street, East Aceh Regency, Aceh Province 23000, Indonesia.
Ismail
Politeknik Kutaraja
Office Administration Study Program, Kutaraja Polytechnic, Syiah Kuala Street, No. 10, Bandar Baru, Kuta Alam District, Banda Aceh City, Aceh Province 24415, Indonesia
Article Identifiers
- Article Title: The Influence of Marketing Mix Variables on Consumer Decisions to Choose Panasonic Brand LED Television In Banda Aceh City
- DOI: 10.59431/ijer.v4i2.439
- Publication Date: 2024-10-10
- Journal: Indonesian Journal Economic Review (IJER)
- Volume: 4
- Issue: 2
- Pages: 70-77
References
-
Arikunto, S. (2000), Manajemen Penelitian, Jakarta, PT. Rineka Cipta.
-
Daniri. Mas A, (2003), Menguasai Pasar Elektronik dengan Menjual Gagasan, Jakarta. Ccpyright @ Sinar Harapan (Media Electronic/Internet).
-
Ensiklopedi, (1992), Ekonomi Bisnis dan Manajemen, PT. Cipta Adi Pustaka.
-
Erizal, (l992), Analisi Strategi Bauran Pemasaran Pada Hotel Razali Banda Aceh (Skripsi), Fakultas Ekonomi Universitas Syiah Kuala Darussalam Banda Aceh.
-
Johan, Lisda. (2001), Pengaruh Bauran Promosi Terhadap Jumlah Tamu yang Menginap Pada Hotel Garuda Plaza Medan (Skripsi), Fakultas Ekonomi Universitas Syiah Kuala Darussalam Banda Aceh.
-
Kotler, Philip. (1984), Marketing Eesential, International, Prentice Hall. Inc.
-
Kotler, Philip. (1995), Manajemen Pemasaran Analisis Perencanaan Implementasi dan Pengendalian, Jakarta, Edisi Kedelapan, Selemba Empat, Prentice-Hal1.
-
Kotler, P. Armstrong, G. (1999), Prinsip-Prinsip Pemasaran, International, Prentice Hall. Inc.
-
Mangkuatmodjo, Soegyarto, (1999), Statistik Lanjutan, Jakarta, PT. Reneka Cipta.
-
Nurasma, (1999), Sirategi Diferensiasi Bauran Pemasaran Bubuk Kopi Arasco Bireun Aceh Jeumpa (Skripsi). Fakultas Ekonomi Universitas Syiah Kuala Darussalam Banda Aceh.
-
Rizal, S., & Wali, M. (2018). Perbankan Komputer: Teori dan Praktikum.
-
Rizal, S., & Munawir, M. (2017). Pengaruh Kepuasan Nasabah Terhadap Menggunakan Mobile Banking (M-Banking) Pada Bank BCA Cabang Banda Aceh. Jurnal EMT KITA, 1(2), 68–78. https://doi.org/10.35870/emt.v1i2.3
-
Rizal, S., & Wali, M. (2013). Dimensi Kesadaran Merek dan Keputusan Konsumen Memilih Hermes Palace Hotel di Kota Banda Aceh. Jurnal Ekonomi Manajemen dan Bisnis (EMBis), 1(1), 27-41.
-
Rizal, S. (2019). Faktor-Faktor yang mempengaruhi Kepuasan Konsumen dan Kaitannya Dengan Kesetiaan Merek pada Produk Kesehatan K-Link di Kota Banda Aceh. Jurnal Ekonomi dan Manajemen Teknologi Vol, 3(2).
-
Swastha, Basu, (1991), Pengantar Bisnis Modern, Edisi Ketiga, Jogyakarta, Liberty.
-
Swastha, Basu; Handoko T. Handani, (1987), Manajemen Pemasaran Analisis Perilaku Konsumen, Edisi Kedua, Jogyakarta, Liberty.
Additional Information
Supplementary content
How to Cite
Issue Information
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
