Pengaruh Bauran Promosi, Harga, Display Produk dan Kualitas Layanan terhadap Keputusan Pembelian pada Apotek Anugerah Farma di Kota Gorontalo

Authors

  • Mohamad Afan Suyanto Universitas Gorontalo
  • Muh Akmar M Universitas Gorontalo
  • Deby Rita Karundeng Universitas Gorontalo

DOI:

https://doi.org/10.24090/mabsya.v3i1.4746

Keywords:

promotion mix, price, product display, service quality, purchasing decisions

Abstract

The research aims to determine the effect of: Promotion Mix on Purchasing Decisions, Prices on Purchasing Decisions, Product Display on Purchasing Decisions, Service Quality on Purchasing Decisions at Anugerah Farma Pharmacy in Gorontalo City and to determine the Effect of Promotion Mix, Price, Product Display and Service Quality on Purchasing Decision at Anugerah Farma Pharmacy in Gorontalo City This research approach is a qualitative descriptive approach. This type of research is a survey, namely analyzing the facts that support the information needed to support the research discussion, in solving and answering the main problems posed. The data were obtained through distributing questionnaires, then the data were analyzed descriptively and multiple regression analysis. The results showed that partially the promotion mix had a positive and significant effect on purchasing decisions. Price has a positive and insignificant effect on the decision. Product display has a positive and significant effect on purchasing decisions. Service quality has a positive and significant effect on purchasing decisions at Anugerah Farma Pharmacy and simultaneously the promotion mix, price, product display and service quality have a positive and significant effect on purchasing decisions at Anugerah Farma Pharmacy, Gorontalo City.

References

Alma, B. (2011). Pemasaran dan Pemasaran Jasa. In Pemasaran dan Pemasaran Jasa.

Dhio, P. D. (2014). Pengaruh Shopping Lifestyle Dan Display Terhadap Impulse Buying. Jurnal Manajemen.

Garib, W. Bin, Lapian, S. L. H. . J., & Mananeke, L. (2019). Pengaruh Bauran Promosi, Persepsi Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Sepeda Motor Yamaha Pada PT. Hasjrat Abadi Sentral Yamaha Malalayang. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan AkuntansI, 7(1).

Gitosudarmo, I. (2014). Manajemen pemasaran. Yogyakarta: BPFE-Yogyakarta.

Hakim, A. K., & Pramudana, K. A. S. (2017). Pengaruh Kualitas Layanan dan Promosi Terhadap Keputusan Pembeli Pelanggan di PT . Banyumas Denpasar. Prosiding Seminar Nasional AIMI.

Haryoko, U. B., & Sagita, I. (2019). Pengaruh Display Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Di CV. Benvica Citra Prima (Studi Kasus di Toko Benvica Sleepwear Cabang Pasar Modern Bintaro). JIMF (Jurnal Ilmiah Manajemen FORKAMMA). https://doi.org/10.32493/frkm.v1i3.2549

Indriartoro, N., & Supomo, B. (2016). Metodologi Penelitian Untuk Akuntansi Dan Manajemen (Edisi 1). BPFE.

Karundeng, D. R., Mandey, S. L., Wullur, M., & Tawas, H. N. (2018). Choice Modelling in Choosing Higher Education Institution (Case Study inPrivate Higher Education Institutionsin Gorontalo). Journal of Research in Business and Management, 6(5).

Kotler, P., & Armstrong, G. (2018). Principles of Marketing. In Pearson.

Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). London: Pearson Education, Inc.

Laksana, F. (2008). Manajemen Pemasaran. In Manajemen Pemasaran; Pendekatan Praktis.

Mangili, G., Lorusso, D., Brown, J., Pfisterer, J., Massuger, L., Vaughan, M., … Seckl, M. J. (2014). Trophoblastic Disease Review for Diagnosis and Management. International Journal of Gynecological Cancer.

Pujiani, D. (2014). Analisis Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Produk Pembalut Herbal Merek FC Pada Konsumen Wilayah Karanganyar. Jurnal Ekonomi Bisnis Dan Kewirausahaan.

Sangadji, E. M., & Sopiah. (2013). Perilaku Konsumen : Pendekatan Praktis Disertai Himpunan Jurnal Penelitian. In Penerbit Salemba.

Sunarto. (2018). Analisis Perilaku Konsumen Terhadap Keputusan Pembelian Handphone Xiaomi Redmi 3S. Jurnal Moneter.

Suyanto, M. A., Modding, B., Bima, M. J., & Hasan, S. (2017). The Effect of the Quality of Service And the Image of the Institution on the Values Received, the Satisfaction of And The Trust of College Students on Private Colleges in the Province of Gorontalo. Journal of Research in Humanities and Social Science, 5(10), 43–50. Retrieved from http://www.questjournals.org/jrhss/papers/vol5-issue10/K5104350.pdf

Suyanto, M. A., & Setiawan, S. R. (2019). Model Kepercayaan Mahasiswa. Gorontalo Management Research. https://doi.org/10.32662/gomares.v2i2.767

Suyanto, M. A., Usu, I., & Moodoeto, M. J. (2019). The Role of Service Quality on Building Student Satisfaction. American Journal of Economics, 9(1), 17–20. https://doi.org/10.5923/j.economics.20190901.03

Tjiptono, F. (2015). Strategi Pemasaran. Yogyakarta: ANDI.

Walukow, A. L. P., & Mananeke, L. (2014). Pengaruh Kualitas Produk, Harga, Promosi dan Lokasi terhadap Keputusan Pembelian Konsumen di Bentenan Center Sonder Minahasa. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi.

Downloads

Published

2021-06-07

How to Cite

Suyanto, M. A., M, M. A., & Karundeng, D. R. (2021). Pengaruh Bauran Promosi, Harga, Display Produk dan Kualitas Layanan terhadap Keputusan Pembelian pada Apotek Anugerah Farma di Kota Gorontalo. Mabsya: Jurnal Manajemen Bisnis Syariah, 3(1), 75–91. https://doi.org/10.24090/mabsya.v3i1.4746