IMPLEMENTASI STRATEGI PEMASARAN HANDICRAFT BAGI UMKM DI BANYUWANGI
Abstract
The purpose of this study was to determine the simultaneous and partial effect of the quality of sales promotion, facilities and location toward purchasing decisions at handicraft from SMEs in Banyuwangi. This research used quantitative approach. The results showed that simultaneously the quality of sales promotion (X1), facilities (X2) and location (X3) had a significant effect on purchasing decisions (Y), which was indicated by the value of Fcount = 30,681 > Ftable = 2,70 and partially all independent variables had a significant effect to the dependent variable, which was indicated by the values of tcount > ttable. This study delivered a suggestion that there is a need to improve facilities in the future and maximize marketing management to be more optimal. Thus, purchasing decisions are also increasing and it will also affect the progress of the company.
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Putra, Q. E., Tarigan, Z. J. H., Sitepu, R. B., & Sanju, K. S. (2020). The Impact of Marketing Mix on the Consumer Purchase Decision in the Surabaya - Indonesia Hotel Residence. SHS Web of Conferences, 76, 1–8. https://doi.org/10.1051/shsconf/20207601038
Suherman, M., & Susan, M. (2022). Efek Bauran Pemasaran Pada Niat Beli Ulang Konsumen Umkm Makanan Dan Minuman Gereja Santo Paulus Bandung. JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 6(1), 421–431.
Syaleh, H., Tinggi, S., Ekonomi, I., Agus, H., & Bukittinggi, S. (2017). Pengaruh Kualitas Produk, Harga, Promosi Dan Tempat Pendistribusian Terhadap Keputusan Pembelian Sepeda Motor Yamaha Pada CV. Tjahaja Baru Bukittinggi The Effect Of Product Quality, Price, Promotion And Distribution Place On Purchashing Decision Of Yamaha Motorcycle In CV. Tjahaja Baru Bukittinggi. Journal of Economic, Business and Accounting (COSTING), 1(1), 68–82.
Timoer, F. C., & Trenggana, A. F. M. (2019). Analisis Perbandingan Karakteristik Pasar Tradisional Dan Pasar Modern Ditinjau Dari Strategi Bauran Pemasaran Di Kota Bandung (Studi Kasus Pada Pasar Palasari Dan Griya Buah Batu). JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 3(3), 86–100.
Widyastuti, A. N., Pujiharto, P., Tubastuvi, N., & Santoso, S. B. (2020). The Effect of Marketing Mix on Purchase Decisions. Jurnal Manajemen Bisnis, 11(2), 163–176. https://doi.org/10.18196/mb.11295
Arikunto, S. 2010. Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.
Arikunto. 2002. Manajamen Penelitian. Jakarta: Rineka Cipta
Ghozali, Imam. 2011. Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Kotler, Philip., et al. 2013. Prinsip-Prinsip Pemasaran. Edisi ke 12. Penerbit Erlangga.
Kotler, Philip., et al. 2007. Manajemen Pemasaran. Jilid 1. Edisi 12. Jakarta. PT. Indeks.
Lupiyoadi, Rambat. 2013. Manajemen Pemasaran jasa, Jakarta: Salemba Empat
Noor, Juliansyah. 2011. Metodologi Penelitian. Jakarta: Prenada Media Grup
Sunyoto, Danang. 2015. Manajemen Dan Pengembangan Sumber Daya Manusia. Yogyakarta: Center For Academic Publishing Service.
Jurnal
Abidin, Z., Harabah, N., & Boimin. (2017). Analysis Of Marketing Mix On Purchase Decision Of Softboned-Milkfish “Mrs. Jeni” In Malang City Of East Java. ECSOFiM: Economic and Social of Fisheries and Marine Journal, 5(1), 30–41. https://doi.org/10.21776/ub.ecsofim.2017.005.01.04
Adinata, A. M. W., & Suasana, I. G. A. K. G. (2013). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Sepeda Motor Honda Pada Toko Sekar Sari Di Denpasar. E-Jurnal Manajemen Universitas Udayana, 2(1), 52–65.
Andika, A., & Susanti, F. (2018). Pengaruh Marketing Mix Terhadap Keputusan Pembelian Parfum Di Azzwars Parfum Lubeg Padang. INA-Rxiv, 1–12. https://doi.org/https://doi.org/10.31227/osf.io/upgc3
Athar, H. S. (2020). The Impact Of Marketing Mix On The Purchase Decision When Borrowing Consumer Loans. Amwaluna: Jurnal Ekonomi Dan Keuangan Syariah, 5(1), 40–49. https://doi.org/10.29313/amwaluna.v5i1.6615
Benyamin, A. P. (2019). Strategi Bauran Pemasaran (Marketing Mix Strategy) Di Pasarkita Pamulang. Jurnal Komptetitif, 2(3), 1–9.
Christine, C. E., Fitriano, A., Halim, R., & Steven, S. (2022). Pengaruh Kualitas Produk, Kualitas Pelayanan Dan Harga Terhadap Keputusan Pembelian Pada PT. Karya Furnindo Modern. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 6(2), 1002–1010.
Deebhijarn, S. (2016). The Marketing Mix Strategy Model to Influencing the Decision to Purchase Ready-to-Drink (RTD) Green Teas among University Students in Bangkok Metropolitan Region, Thailand. International Journal of Sciences: Basic and Applied Research (IJSBAR) International Journal of Sciences: Basic and Applied Research, 29(1), 90–103. http://gssrr.org/index.php?journal=JournalOfBasicAndApplied
Farahnur, V. P., & Ariani, M. N. (2020). Analysis of Marketing Mix on Purchase Decision of The Body Shop Product in Pejaten Village Mall Outlet. International Humanities and Applied Science Journal, 3(1), 1–11. https://doi.org/10.22441/ihasj.2020.v3i1.01
Gamas, O. N., Theresia, M., & Heryanto. (2016). Analisis Pengaruh Bauran Pemasaran Terhadap Keputusan Membeli Handphone Merek Nokia Di PT. Dayat Phone Kecamatan Barong Tongkok Kabupaten Kutai Barat. Ekonomia, 5(1), 1–26.
Jakaria, D., & Estri, S. (2018). Pengaruh Kualitas Produk dan Promosi Penjualan terhadap Keputusan Pembelian pada Distro Screamous Effect of Product Quality and Sales Promotion on Purchase Decisions on Screamous Distros. Prosiding Manajemen, 4(2), 1246–1254.
Krisdayanto, I., Haryono, A. T., & Gagah, E. (2018). Analisis Pengaruh Harga, Kualitas Pelayanan, Fasilitas, Dan Lokasi Terhadap Kepuasan Konsumen Di I Cafe Lina Putra Net Bandungan. Journal of Management, 4(4), 15.
Mahendratmo, B. P. J., & Ariyanti, M. (2019). Analysis Of E-Marketing Mix To Consumer Purchase Decisions Traveloka. Asian Journal of Management Sciences & Education, 8(1), 72–82.
Miharja, K. (2013). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Di Pusat Grosir Cililitan. Jurnal MIX, III(2), 189–197.
Ningsih, S. W., Madaniah, L., & Gunardi, G. (2022). Strategi Bauran Pemasaran Produk Kredit Usaha Rakyat terhadap Minat Nasabah pada Bank Syariah Indonesia KC Suniaraja. Ekonomis: Journal of Economics and Business, 6(1), 154–160. https://doi.org/10.33087/ekonomis.v6i1.476
Noviyanti, L., & Aminah, Si. (2022). Pengaruh Brand Image Dan Persepsi Harga Terhadap Keputusan Pembelian Produk Bumbu Penyedap Masakan Merek Masako Di CV. Tri Tunggal Surabaya. JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 6(2), 1118–1135.
Pane, D. N. (2018). Analisis Pengaruh Bauran Pemasaran Jasa Terhadap Keputusan Pembelian Teh Botol Sosro (Studi Kasus Konsumen Alfamart Cabang Ayahanda). Jurnal Manajemen Tools, 9(1), 13–25.
Parlan, A. V., Kusumawati, A., & Mawardi, M. K. (2016). The Effect Of Green Marketing Mix On Purchase Decision And Customer Satisfaction (Study on Independent Consultant of JAFRA Cosmetics Indonesia in Malang). Jurnal Administrasi Bisnis (JAB)|Vol, 39(1), 172–178.
Patma, I. (2013). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Sepeda Motor Merek Honda Pada PT. Daya Anugrah Mandiri Cabang Samarinda. EJournal Administrasi Bisnis, 1(4), 384–394.
Pribadi, R. A. (2019). Marketing Mix And Brand Image On Purchase Decision And Post Purchase Behaviour: Case Study Of Jogja Bay Waterpark. Quality Festival, 883–900.
Putra, Q. E., Tarigan, Z. J. H., Sitepu, R. B., & Sanju, K. S. (2020). The Impact of Marketing Mix on the Consumer Purchase Decision in the Surabaya - Indonesia Hotel Residence. SHS Web of Conferences, 76, 1–8. https://doi.org/10.1051/shsconf/20207601038
Suherman, M., & Susan, M. (2022). Efek Bauran Pemasaran Pada Niat Beli Ulang Konsumen Umkm Makanan Dan Minuman Gereja Santo Paulus Bandung. JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 6(1), 421–431.
Syaleh, H., Tinggi, S., Ekonomi, I., Agus, H., & Bukittinggi, S. (2017). Pengaruh Kualitas Produk, Harga, Promosi Dan Tempat Pendistribusian Terhadap Keputusan Pembelian Sepeda Motor Yamaha Pada CV. Tjahaja Baru Bukittinggi The Effect Of Product Quality, Price, Promotion And Distribution Place On Purchashing Decision Of Yamaha Motorcycle In CV. Tjahaja Baru Bukittinggi. Journal of Economic, Business and Accounting (COSTING), 1(1), 68–82.
Timoer, F. C., & Trenggana, A. F. M. (2019). Analisis Perbandingan Karakteristik Pasar Tradisional Dan Pasar Modern Ditinjau Dari Strategi Bauran Pemasaran Di Kota Bandung (Studi Kasus Pada Pasar Palasari Dan Griya Buah Batu). JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 3(3), 86–100.
Widyastuti, A. N., Pujiharto, P., Tubastuvi, N., & Santoso, S. B. (2020). The Effect of Marketing Mix on Purchase Decisions. Jurnal Manajemen Bisnis, 11(2), 163–176. https://doi.org/10.18196/mb.11295
Published
2022-11-17
How to Cite
Cattleyana, D., & Putri, K. (2022). IMPLEMENTASI STRATEGI PEMASARAN HANDICRAFT BAGI UMKM DI BANYUWANGI. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 1319-1334. https://doi.org/10.31955/mea.v6i3.2488
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