Open AccessAnalisis Faktor-Faktor Bauran Pemasaran Yang Mempengaruhi Keputusan Pembelian Oleh Konsumen Seoulok Korean Restaurant, Sidewalk-Jimbaran
Author(s) -
Bella Christina Tambunan,
Amna Hartiati,
Cokorda Anom Bayu Sadyasmara
Publication year - 2020
Publication title -
jurnal ilmiah teknologi pertanian agrotechno
Language(s) - English
Resource type - Journals
eISSN - 2548-8023
pISSN - 2503-0523
DOI - 10.24843/jitpa.2020.v05.i02.p03
Subject(s) - accidental sampling , purchasing , promotion (chess) , marketing , business , sales promotion , nonprobability sampling , marketing mix , advertising , competition (biology) , loyalty , ecology , population , demography , sociology , politics , political science , law , biology
The marketing strategy undertaken by a company is very closely related to consumer purchasing decisions so that the increasingly fierce business competition, especially the culinary business at this time requires companies to compete and set the right marketing strategy. This study aims to determine the marketing mix factors that influence consumer purchasing decisions at Seoulok Korean Restaurant and determine the most dominant factors influencing consumer purchasing decisions at Seoulok Korean Restaurant. Research conducted in Seoulok Korean Restaurant. Data collection techniques were carried out by distributing questionnaires to 92 respondents using purposive and accidental sampling method. The data obtained were then analyzed using the factor analysis method. The results show that there are 5 factors formed. Factor 1 (Combination of places, human resources, physical evidence and processes) consisting of 8 variables with an eigen value of 11,071. Factor 2 (Combination of products and physical evidence) consisting of 6 variables that have an eigenvalue of 2,025. Factor 3 (The combination of price, physical evidence and process) consists of 7 variables with an eigenvalue of 1.354. Factor 4 (Place) consists of 2 variables with an eigenvalue of 1.222. Factor 5 (Promotion) consisting of 2 variables with an eigenvalue of 1.162.