The effect of marketing mix and consumer
knowledge towards consumer buying decision:
a case of Carbonarra durian outlet in Kalideres
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Institusion
Sekolah Tinggi Manajemen Ipmi
Author
Muhammad Naufal, Kamal
Subject
HD61 Risk Management
Datestamp
2020-01-16 06:30:03
Abstract :
Durian is the typical Southeast-Asian tropical fruit popular as being called the king of fruit. As it is so much popular, previous research apparently found out that the production of durian in Indonesia cannot satisfy the domestic needs of the consumers. As a result, durian suppliers and businesses are driven to compete to each other and perform well in satisfying the market. This study is about a brand outlet selling durian product. The study is conducted by means of determining the buying behavior of consumers in particular area in order to evaluate the current implementation of its marketing mix as well as with the addition of consumer knowledge. The aim of this study is to confirm and test the model of previous study conducted by Anindityo, M., Sumarwan, U., & Tinaprilla, N. (2017) using a durian shop in Kalideres as the case of this study. This study uses Descriptive Statistics to describe the profile of respondents and Variance-Based Structural Equation Modeling to analyze the findings in order to test the hypothesis taken from the effect of each of the exogenous latent variables of marketing mix consisting of product, price, place, promotion, and consumer knowledge towards the only endogenous latent variable of buying decision of durian products in Kalideres. The findings show that the outlet?s current marketing mix implementation of product, place, promotion, and consumer knowledge factors have insignificant effect on buying decision, which indicates that the outlet?s current product, place, and promotion strategy do not affect consumers to buy durian products offered while only price factor having significant effect on buying decision. Keywords: Marketing Mix, Consumer Knowledge, Buying Decision, Durian, Descriptive Statistics, Structural Equation Modeling
Durian is the typical Southeast-Asian tropical fruit popular as being called the king of fruit. As it is so much popular, previous research apparently found out that the production of durian in Indonesia cannot satisfy the domestic needs of the consumers. As a result, durian suppliers and businesses are driven to compete to each other and perform well in satisfying the market. This study is about a brand outlet selling durian product. The study is conducted by means of determining the buying behavior of consumers in particular area in order to evaluate the current implementation of its marketing mix as well as with the addition of consumer knowledge. The aim of this study is to confirm and test the model of previous study conducted by Anindityo, M., Sumarwan, U., & Tinaprilla, N. (2017) using a durian shop in Kalideres as the case of this study. This study uses Descriptive Statistics to describe the profile of respondents and Variance-Based Structural Equation Modeling to analyze the findings in order to test the hypothesis taken from the effect of each of the exogenous latent variables of marketing mix consisting of product, price, place, promotion, and consumer knowledge towards the only endogenous latent variable of buying decision of durian products in Kalideres. The findings show that the outlet?s current marketing mix implementation of product, place, promotion, and consumer knowledge factors have insignificant effect on buying decision, which indicates that the outlet?s current product, place, and promotion strategy do not affect consumers to buy durian products offered while only price factor having significant effect on buying decision. Keywords: Marketing Mix, Consumer Knowledge, Buying Decision, Durian, Descriptive Statistics, Structural Equation Modeling
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