Pengaruh Marketing Mix Terhadap Minat Beli Produk Fashion Di Shopee Pada Mahasiswa Pendidikan Ekonomi FKIP UNS

Salazha Nur Indah Lestari, Bambang Wasito Adi, Feri Setyowibowo

Abstract

This study aims to determine the effect of the marketing mix of product on buying interest, price, place, promotion, people on buying interest, process, physical evidence on buying interest and influence of the marketing mix on interest in buying fashion at Shopee for Economic Education students at Sebelas Maret University. The research method used in this research is quantitative research with data collection techniques using questionnaires. The population in this study were students of Economics Education FKIP UNS class 2017, 2018, 2019 as many as 241 students. The sampling technique used was proportionate stratified random sampling with a sample size of 151 students. Testing the validity of the instrument using Pearson's alpha. Data were analyzed descriptively and tested using classical assumptions and then analyzed using multiple linear regression and coefficient of determination. variable product (X1) of this study provides effective results, namely the value of tcount 4.212 > ttable 1.977.variable price (X2) in this study resulted in an ineffective value, namely tcount 0.799 < ttable 1.977.variable place (X3) in this study was not effective, namely tcount 0.607 < ttable 1.977.variable promotion (X4) in this study provides effective results, namely tcount 3.371 > ttable 1.977. (5) The variable people (X5) in this study gave ineffective results, namely tcount 1.629 < ttable 1.977. variable process (X6) in this study provides effective results, namely tcount 3.338 > ttable 1.977. (7) The physical evident (X6) in this study gave effective results, namely tcount 2,030 > ttable 1,977. BISE: Jurnal Pendidikan Bisnis dan Ekonomi https://jurnal.uns.ac.id/bise p-ISSN 2548-8961 | e-ISSN 2548-7175 | Volume 7 Nomor 2 (2021 ) Program Studi Pendidikan Ekonomi, FKIP Universitas Sebelas Maret Salazha Nur Indah Lestari BISE: Jurnal Pendidikan Bisnis dan Ekonomi Vol. 7 No. 2 (8) Marketing mix (product, price, place, promotion, people, process, and physical evident) has a significant effect on buying interest proven from the value of the regression equation Y = - 13,196 + 0,518X1+ 0,076X2 + 0,086X3 + 0,373X4 + 0,200X5 + 0,322X6 + 0,284 X7. The value obtained is the result of Fcount 36,017 > Ftable 2,07 .

Keywords

marketing mix; product price place promotion; people process; and physical evident buying interest fashion Shopee.

References

A Komari, et. al. (2020). Analysis of SWOT Marketing Strategies and 7P Influence on Purchasing Decision. Journal of Physics Conference Series. Akademik FKIP UNS. (2021). Diperoleh pada 5 April 2021, dari https://akademik.fkip.uns.ac.id. Buyukdag, N. S. (2020). The Effect Of Specific Discount Pattern In Terms Of Price Promotions On Perceived Price Attractiveness And Purchase Intention: An Experimental Research. Journal of Retailing and Consumer Services. Christine. (2017). Analisis Pengaruh Marketing Mix (7P) Terhadap Minat Beli Ulang Konsumen (Studi Pada House Of Moo, Semarang). Universitas Diponegoro: Program studi teknik industry. Data Rentan Usia Tertinggi Pengguna Internet. (2021). Diperoleh pada 10 Maret 2021, dari https://www.bps.go.id/. Gorji, M. &. (2020). How Sales Promotion Display Affects Customer Shopping Intentions In Retails. International Journal of Retail & Distribution Management. Ibad, S. &. (2018). Pengaruh Bauran Pemasaran Jasa (Product, Price, Place, Promotion, Process, people, and Physical Evidence ) Terhadap Keputusan Pembelian. Jurnal Ilmu & Riset Manajemen, Vol 6(10), 167–179. Jayabaya, P., & Madiawati, P. N. (2018). Pengaruh Penerapan Bauran Pemasaran Digital Terhadap Minat Beli Pengguna Kereta Api Melalui Aplikasi Mobile Kai Access. JURISMA : Jurnal Riset Bisnis & Manajemen, 8(2). Keller, P. K. (2009). Manajemen Pemasaran Edisi 13 Jilid 2. Jakarta: Erlangga. Kotler, K. &. (2017). Marketing 4.0 Moving From Traditional To Digital. Canada: John Wiley & Sons, Inc., Hoboken, New Jersey. Laporan Survei Internet APJII 2019-2020 (Q2. (2021). Diperoleh pada 9 Maret 2021, dari https://blog.apjii.or.id/. Muliyana, T. &. (2019). Pengaruh Bauran Pemasaran Terhadap Proses Keputusan Pembelian Pada Marketplace Shopee. (p. 2). E-proceeding of management. Mulyana, M. (2019). Strategi promosi dan komunikasi. Manajemen pemasaran. Universitas Terbuka. Othman, B., He, W., Huang, Z., Xi, J., & Ramsey, T. (2021). The effects on service value and customer retention by integrating after sale service into the traditional marketing mix model of clothing store brands in China. Environmental Technology and Innovation, 23, 101784. Peta E-commerce Indonesia. (2021). Diperoleh pada 9 Maret 2021, dari https://iprice.co.id/insights/mapofecommerce/. R. Walean, d. (2020). The Effect Of Marketing Mix Towards Costumer Purchase Intention In Carrefour Transmart Kawanua. Klabat Journal Of Management, Vol 1 (2). Shavitri. (2020). Analisis Perilaku Belanja Online pada Kalangan Mahasiswa (Studi Kasus pada Mahasiswa FEB UMP Purwokerto). Ekonomi Syari’ah. Kumpulan skripsi hasil penelitian Institut Agama Islam Negeri (IAIN) Purwokerto. Sohn, J. &. (2020). Factors That Influence Purchase Intentions In Social Commerce. Technology In Society. Sundström, M. H.-L. (2019). Clicking the boredom away – Exploring impulse fashion buying behavior online. Journal of Retailing and Consumer Services, Vol 47.

DOI: https://doi.org/10.20961/bise.v7i2.72997

Refbacks

  • There are currently no refbacks.