EFFECT OF PRODUCTS, PROMOTION, AND DISTRIBUTION OF PURCHASING DECISIONS ON FIGHTING BRAND

Slamet Heri Winarno, Nurvi Oktiani

Abstract


The presence of the fighting brand is the company's strategy to capture market share. In addition to releasing superior products that already exist in the market, it is also important for companies to fill the niche of business that is still empty, one of which is by introducing the fighting brand. Soft drinking products are currently favored by various groups of old, young, and children. This research is intended to determine the significant influence of marketing factors consisting of products, promotions, and distribution on the purchasing decision of S-tee soft drink brand fighter products produced by PT. Sinar Sosro. The study used respondents who have a habit of consuming S-tee products as many as 320 people. The data analysis method uses path analysis statistical techniques, which analyze the effect of each of the variables studied. Partially, promotion and distribution variables have a significant influence on purchasing decisions. The results also showed that 41.7% of the purchasing decisions of S-tee fighter brand products were influenced by product, promotion, and distribution, while 58.3% were influenced by other factors.


Full Text:

PDF

References


Ferdinand, A. (2006). SEM Dalam Penelitian Manajemen (2nd ed.). FE Undip.

Ghozali, I. (2012). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 20. Undip.

Johnson, J. P., & Myatt, D. P. (2003). Multiproduct quality competition: Fighting brands and product line pruning. American Economic Review, 93(3), 748–774.

https://doi.org/10.1257/000282803322157070

Kanuk L, S. L. (2004). Consumer Behavior. Prentice Hall, Inc.

Kartajaya, H. (2000). Marketing Plus 2000 Siasat Memenangkan Persaingan Global. PT. Gramedia Pustaka Utama.

Kotler, P., & Armstrong, G. (2008). Prinsip-prinsip Pemasaran (Jilid 1). Erlangga.

Kotler, P., & Keller, K. L. (2009). Marketing Management (Second Ed). Pearson Education Inc.

Kumar, A. (2018). Marketing Management. Vikas Publishing House.

Machfud, I. (n.d.). Fighting Brand, Strategi Perang Antar Produk. Retrieved November 25, 2019, from https://economy.okezone.com/read/2007/11/20/23/62217/fighting-brand-strategi-perang-antarproduk

Singh, A., Gupta, R., & Kumar, A. (2018). Consumer purchase decision towards private label brands: Evidence from the Indian market. International Journal of Supply Chain Management, 7(4), 84–93.

Sony, S., Di, X., & Yogyakarta, M. (2015). Jl. Lingkar Selatan, Tamantirto, Kasihan, Bantul, Yogyakarta.

Stanton, W. J. (2001). Prinsip-Prinsip Pemasaran, Jilid Ketujuh. Erlangga.

Sugiyono. (2010). Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif, dan R&D). Alfabeta.

Swastha, B. & I. (2005). Manajemen Pemasaran Modern. Liberty.

Swastha, B., & Handoko, T. H. (2014). Manajemen Pemasaran Analisis Perilaku Konsumen. BPFE.

Tjiptono, F. (2008). Strategi Pemasaran (Edisi Keti). Penerbit Andi.

Tjiptono, F. (2012). Service, Quality dan Satisfaction. Penerbit Andi.

Wahyuni, S. (2017). The Impact of Product Quality, Price, and Promotion on Purchasing Decision on the Astra Motor Products in Jakarta. Journal of Business Management and Accounting, 1(1), 18–26.




DOI: https://doi.org/10.31294/widyacipta.v4i2.8379

DOI (PDF): https://doi.org/10.31294/widyacipta.v4i2.8379.g4287

 dipublikasikan oleh LPPM Universitas Bina Sarana Informatika

Jl. Kramat Raya No.98, Kwitang, Kec. Senen, Kota Jakarta Pusat, DKI Jakarta 10450
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License