Analysis of Promotion and Product Differentiation of Jukajo on Consumer Purchase Decision
DOI:
https://doi.org/10.21512/bbr.v9i1.3901Keywords:
promotion, product differentiation, consumer purchase decisionAbstract
The purpose of this research was to measure the relationship and the impact of promotion and product differentiation on Jukajo consumer purchase decision. This research was a quantitative research with a questionnaire as the data collection method. The sampling technique in this research is purposive sampling technique. Then, the questionnaire was measured by Likert-scale and multiple linear regression. The result shows that promotion and product differentiation variable have positive impact on purchase decision partially and simultaneously. Both
variables have 50,5% of impact towards consumer purchase decisions of Jukajo. Moreover, product differentiation becomes the most dominant variable which partially affects consumer purchase decision.
Plum Analytics
References
Abdurrahman, M. J. (2013). Pengaruh relationship marketing terhadap loyalitas nasabah pada Bank Mandiri KCU Teluk Betung Bandar Lampung (Skripsi). Lampung: Universitas Lampung.
Allen, R. S., Helms, M. M., Jones, H., Takeda, M. B., & White, C. S. (2007). Porter’s business strategies in Japan. Business strategy series, 9(1), 37-44.
Argyrous, G. (1997). Statistic for social research. London: Macmillan Press Ltd.
Badan Pusat Statistik. (2016). Tabel perkembangan UMKM pada periode 1997 - 2013. Retrieved April 10th, 2017 from https://www.bps.go.id/linkTabelStatis/view/id/1322
Banerjee, A. V., & Duflo, E. (2008). What is middle class about the middle classes around the world? Journal of Economic Perspectives, 22(2), 3-28.
Bank Indonesia. (2015). Profil bisnis UMKM. Jakarta: Bank Indonesia.
BPOM RI. (2012). Pedoman pemberian sertifikat produksi pangan industri rumah tangga. Jakarta: BPOM RI.
Brue, McConnell, & Flynn. (2013). Economics: Principles, problems, and policies. New York: McGraw-Hill.
Datta, D. (2014). Middle class consumer and their impact on business in India. Sai Om Journal of Commerce & Management, 1(7), 1-6.
Familmaleki, M., Aghighi, A., & Hamidi, K. (2015). Analyzing the influence of sales promotion on customer purchasing behavior. Advanced Social Humanities and Management, 2(2), 41-51.
Ghozali, I. (2013). Aplikasi analisis multivariat dengan program IBM SPSS 21 update PLS Regresi (7th ed.). Semarang: Badan Penerbit Universitas Diponegoro.
Kotler, P., & Armstrong, G. (2014). Principles of marketing (15th ed.). Kendallville: Pearson.
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). New Jersey: Prentice Hall.
Nawawi, M. T., & Ikhaz, M. S. (2015). The factors that influence consumer decisions in purchashing products in Alfamart minimarket in Pinang, a subdistrict of Tangerang. Binus Business Review, 6(3), 486-497.http://dx.doi.org/10.21512/bbr.v6i3.958
Nawaz, A., Billoo, M., & Lakhan, A. A. (2012). Effect of product packaging in consumer buying decision. European Journal of Scientific Research, 6, 145-157.
Nishino, N., Akai, K., & Tamura, H. (2014). Product differentiation and consumer’s purchase decisionmaking under carbon footprint scheme. Procedia CIRP, 16, 116-121.
Nugraha, C. (2013). Manfaat air hexagonal. Retrieved April 15th, 2017 from http://rumahcahaya.com/manfaat-air-hexagonal/
Ong, I. A. (2013). Analisa pengaruh strategi diferensiasi, citra merek, kualitas produk dan harga terhadap keputusan pembelian pelanggan di Cincao Station Grand City, Surabaya. Jurnal Strategi Pemasaran, 1(2), 1-11.
Purba, N. A. (2016). Pengaruh bauran pemasaran (kualitas produk, harga, promosi, dan saluran distribusi) terhadap keputusan pembelian Yamaha NMAX di Semarang. Jurnal Ilmu Administrasi Bisnis, 5(2), 110-118.
Putra, M. F. (2016). Triwulan III-2016, industri makanan dan minuman tumbuh signifikan. Retrieved April 26th, 2017 from http://katadata.co.id/berita/2016/12/02/triwulan-iii-2016-industri-makanan-dan-minumantumbuh-signifikan
Romadoni. A. (2016). Presiden ingin pengusaha UMKM segera naik kelas. Retrieved from http://bisnis. liputan6.com/read/2661509/presiden-inginpengusaha-umkm-segera-naik-kelas
Riyaningrum, A., Pradhanawati, A., & Prabawani, B. (2015). Pengaruh diferensiasi produk promosi dan lokasi terhadap keputusan pembelian Batik Lasem di Kecamatan Lasem Kabupaten Rembang. Jurnal Ilmu Administrasi Bisnis, 4(4), 256-267.
Sugiyono. (2013). Metode penelitian bisnis. Bandung: CV Alfabeta.
SWA. (2017). Nila Siti Fatimah, raih omset Rp 6 Miliar dari jualan Jukajo. Retrieved April 10th, 2017 from http://swa.co.id/youngster-inc/entrepreneur-youngsterinc/nila-siti-fatimah-raih-omset-rp-6-miliar-dari-jualanjukajo
Warne, R. T., Drake-Brooks, M. M., & Drake-Brooks, M. M. (2016). Comparing the persuasiveness and professionalism of newspaper, blog, and social media sources of information in marketing and reviewing theatre. Arts and the Market, 6(2), 166-186.
Widiyanto, I. (2008). Pointers: Metodologi penelitian.
Semarang: BP Universitas Diponegoro.
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
USER RIGHTS
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)
