The The Influence of Marketing Mix on Purchase Decisions of Home-based Culinary MSME Products Affiliated with Gofood in Jakarta: Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Produk UMKM Kuliner Rumahan Terafiliasi Gofood Di Jakarta

Taufik Hidayat; Mimin Aminah; Furqon Syarief Hidayatulloh; Musa Hubeis

doi:10.29244/mikm.20.2.1-10

Penulis

Taufik Hidayat Program Magister Ilmu Manajemen FEM IPB
Mimin Aminah Magister Pengembangan Industri Kecil Menengah, Sekolah Pascasarjana IPB
Furqon Syarief Hidayatulloh Departemen Manajemen, Fakultas Ekonomi dan Manajemen IPB
Musa Hubeis Departemen Manajemen, Fakultas Ekonomi dan Manajemen, IPB

DOI:

https://doi.org/10.29244/mikm.20.2.1-10

Kata Kunci:

Bauran Pemasaran, UMKM Kuliner, SEM-PLS

Abstrak

Despite the fact that a large number of culinary MSMEs are connected to internet applications, many of them do not manage their online businesses well. Thus, the objectives of this study are to examine: (1) the characteristics of consumer behavior among home-based culinary MSMEs on GoFood Jakarta; (2) consumer perceptions of the marketing mix for these MSMEs; (3) the influence of the marketing mix on purchase decisions; and (4) the development of marketing mix strategies. The 7Ps (product, price, place, promotion, packaging, process, and people) are included in the marketing mix of this study. Partial Least Squares Structural Equation Modeling (SEM-PLS) was used to examine the data from 220 Gofood consumers who completed questionnaires delivered via Whatsapp and Google Form in this quantitative descriptive research. The results of this study indicate that the 7P marketing mix has a positive and significant influence on consumer decisions regarding MSME culinary products affiliated with GoFood, with the Promotion (Prom) variable having the greatest impact compared to other variables. Furthermore, the R-Square value of 66% and the Q-Square value of 59% demonstrate that the 7P variables effectively explain consumer purchase decisions, and this measurement model has a fairly good predictive ability.

Unduhan

Data unduhan tidak tersedia.

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