EFEKTIVITAS ATAS KEPUTUSAN PEMBELIAN KONSUMEN PADA J.CO DONUTS FORESTA BSD TANGERANG

Rissa Hanny, Wasis Prianto

Abstract


Consumers demand a product that matches their wants, price, service, lifestyle, and needs. This causes companies to experience intense competition due to the increasingly complex demands of consumer desires. This research examines explicitly consumer perceptions regarding the effectiveness of purchasing decisions at J.Co Donuts Foresta Tangerang. This research is a type of causality with a quantitative approach to analysis. The research population is consumers from J.Co Donuts Foresta BSD Tangerang with a sample of 93 respondents using Slovin's calculations. The analysis technique uses multivariate analysis with multiple linear regression techniques. The study results show that promotions and services significantly affect consumer purchasing decisions of J.Co Donuts Foresta BSD Tangerang with positive direction regression coefficients both simultaneously and partially. The effectiveness of consumer purchasing decisions J.Co Donuts Foresta BSD Tangerang only contributes 26.5 percent based on Promotion and Service factors.

Full Text:

PDF

References


Abubakar, R. (2018). MANAJEMEN PEMASARAN (Vol. I). Bandung: Alfabeta.

Alma, B. (2014). Manajemen Pemasaran dan Pemasaran Jasa (Edisi Revisi, Cetakan 14). Bandung: Alfabeta.

Armistead, C., & Clark, G. (1999). Layanan dan Dukungan kepada Pelanggan: Penerapan Strategi yang Efektif. (M. K. Djunaedi, Trans.) Jakarta: PT Elex Media Komputindo.

Dewi, N. R. (2022). Strategi Promosi untuk Meningkatkan Tingkat Hunian Kamar pada Era New Normal di Fivelements Retreat Bali. Jurnal Ilmiah Pariwisata Dan Bisnis, 1(4), 873-887.

Firmansyah, A. (2018). Perilaku Konsumen (Sikap dan Pemasaran). Yogyakarta: Deepublish.

Firmansyah, M. A. (2019). Pemasaran Produk dan Merek (Planning & Strategy) (Cetakan ke-1). Pasuruan, Jawa Timur: CV. Penerbit Qiara Media.

Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM Statistik SPSS 25 (Edisi Kesembilan). Semarang: BPFE.

Husain, T., Ardhiansyah, M., & Fathudin, D. (2021). Confirmatory factor analysis: Model testing of financial ratios with decision support systems approach. International Journal of Advances in Applied Sciences (IJAAS), 10(2), 115-121. doi:10.11591/ijaas.v10.i2.pp115-121

Kencana, P. N., & Kasdiyo. (2020, Juni). Pengaruh Kualitas Pelayanan dan Harga Terhadap Kepuasan Pelanggan Pada Pengguna Jasa Service di Dealer Honda Wahana Ciputat. Jurnal Mandiri: Ilmu Pengetahuan, Seni, dan Teknologi, 4(1), 26-37. doi:10.33753/mandiri.v4i1.106

Kotler, P., & Keller, K. (2018). Marketing Management (15th Ed.). England: Pearson Education.

Putri, A. A., Nisa, I. K., Yee, L. H., Kee, D. H., Min, K. H., Yi, L. S., & Xin, L. J. (2020). J.CO Coffee & Donuts Marketing Strategy. Asia Pacific Journal of Management and Education (APJME), 3(1), 72-81. doi:10.32535/apjme.v3i1.745

Quintania, M., Faturachman, D., Husain, T., Pasupati, B., & Taufik, A. (2021). Utilization of GPS Technology in The Maritime Sector on Motor Sailing Yachts. IOP Conference Series: Earth and Environmental Science. 698, p. 012039. IOP Publishing. doi:10.1088/1755-1315/698/1/012039

Rini, E. P. (2018). Pengaruh Brand Image, Value Dan Kualitas Pelayanan Terhadap Keputusan Pembelian J. Co Donuts And Coffee Di Kota Malang. Fakultas Ekonomi dan Bisnis. Malang: Universitas Brawijaya.

Sasangka, I., & Rusmayadi, R. (2018). Pengaruh Kualitas Pelayanan terhadap Volume Penjualan pada Mini Market Minamart'90 Bandung. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 129-154. doi:10.31955/mea.vol2.iss1.pp129-154

Sugiyono. (2018). Metode Penelitian Evaluasi: Pendekatan Kuantitatif, Kualitatif, dan Kombinasi. Bandung: CV. Alfabeta.

Syamsuddinnor. (2021). Strategi Promosi Wisata Mangrove Pagatan Besar Desa Pagatan Besar Kecamatan Takisung Kabupaten Tanah Laut, Provinsi Kalimantan Selatan. Seminar Nasional Kepariwisataan (SENORITA) #2. 2, pp. 95-107. Malang: Universitas Merdeka Malang.

Tjiptono, F. (2019). Pemasaran Jasa: Prinsip, Penerapan, dan Penelitian (Cetakan 1) (Edisi Kedua). Yogyakarta: Penerbit Andi.

Zakawali, G. (2022, Juli 14). Cerita Di Balik J.CO Donuts, Berawal dari Bisnis Salon. Retrieved December 2022, from SIRCLO Store: Inspirasi Bisnis: https://store.sirclo.com/blog/bisnis-jco-donuts/

Zikmund, W. G., Babin, B., Carr, J. C., & Griffin, M. (2013). Business Research Methods (9th Ed.). South-Western: Cengage Learning.




DOI: https://doi.org/10.31846/jae.v11i2.647

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

e-Jurnal Apresiasi Ekonnomi Indexed by:

 

        Â