Effect of Marketing Mix, Service Quality, and Consumer Satisfaction on the Decision to Purchase Mio M3 CW Motorcycle at PT. Hasjrat Abadi Unaaha

Melati Melati, Irham Natsir Kelana, Leni Saleh

Abstract


This study aims to analyze how much effect of marketing mix, service quality, and consumer satisfaction on the decision to purchase Mio M3 CW Motorcycle at PT. Hasjrat Abadi Unaaha. The population in this study amounted to 80 respondents at PT. Hasjrat Abadi Unaaha, with sampling technique using saturated sampling technique. The analytical method used is multiple linear regression analysis. The results of this study indicate that simultaneously marketing mix, service quality, and customer satisfaction have a significant effect on the decision to purchase. Marketing mix has a negative and significant effect on the decision to purchase. Service quality has a positive and significant effect on the decision to purchase. Consumer satisfaction has a positive and significant effect on the decision to purchase.


Keywords


marketing mix; service quality; customer satisfaction; decision to purchase

Full Text:

PDF

References


Asmuni, et al. (2020). Implementation of the principle of sale and purchase transactions through MLM in Brand Branch (BC) PT. Herba Penawar Alwahida Indonesia (HPAI) Tanjungbalai. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Volume 3, No. 4, Page: 3376-3385

Asyraini, Siti, Fristy, Poppy, Octiva, Cut Susan, Nasution, M. Hafiz Akbar, & Nursidin, M. (2022). Peningkatan Kesadaran Protokol Kesehatan di Masa Pandemi Bagi Warga di Desa Selamat Kecamatan Biru-biru. Jurnal Pengabdian Kontribusi (Japsi), 2(1), 33-36.

Kotler, P. & Keller, K. L. (2007). Manajemen Pemasaran. Edisi 12, Jilid 2. Jakarta: Indeks.

Kotler, P. & Keller, K. L. (2012). Marketing Manajemen. Edisi 12. Person Education.

Lopiyoadi. (2013). Manajemen Pemasaran Jasa. Edisi Ketiga.

Maulidita & Masreviastuti. (2018). Pengaruh Kualitas Layanan dan Kepuasan Pelanggan Terhadap Keputusan Pembelian Tiket Kereta Api pada Mahasiswa Jurusan Administrasi Niagapoliteknik Negeri Malang.

Octiva, C. S., Irvan, Sarah, M., Trisakti, B., & Daimon, H. (2018). Production of Biogas from Co-digestion of Empty Fruit Bunches (EFB) with Palm Oil Mill Effluent (POME): Effect of Mixing Ratio. Rasayan J. Chem., 11(2), 791-797.

Octiva, Cut Susan, Indriyani, & Santoso, Ari Beni. (2021). Effect of Stirring Co-digestion of Palm Oil and Fruith for Biogas Production to Increase Economy Benefit. Budapest International Research and Critics Institute-Journal, 4(4), 14152-14160. DOI: https://doi.org/10.33258/birci.v4i4.3521.

Octiva, Cut Susan. (2018). Pengaruh Pengadukan pada Campuran Limbah Cair Pabrik Kelapa Sawit dan Tandan Kosong Kelapa Sawit terhadap Produksi Biogas. Tesis. Medan: Fakultas Teknik, Program Studi Teknik Kimia, Universitas Sumatera Utara. https://repositori.usu.ac.id/bitstream/handle/123456789/12180/157022002.pdf?sequence=1&isAllowed=y.

Pandia, S., Tanata, S., Rachel, M., Octiva, C., & Sialagan, N. (2018). Effect of Fermentation Time of Mixture of Solid and Liquid Wastes from Tapioca Industry to Percentage Reduction of TSS (Total Suspended Solids). IOP Conference Series: Materials Science and Engineering, 309, 012086. DOI: 10.1088/1757-899X/309/1/012086.

Pandiangan, Saut Maruli Tua, Oktafiani, Fida, Panjaitan, Santi Rohdearni, Shifa, Mutiara, & Jefri, Riny. (2022). Analysis of Public Ownership and Management Ownership on the Implementation of the Triple Bottom Line in the Plantation Sector Listed on the Indonesia Stock Exchange. Budapest International Research and Critics Institute-Journal, 5(1), 3489-3497. DOI: https://doi.org/10.33258/birci.v5i1.4016.

Pandiangan, Saut Maruli Tua, Resmawa, Ira Ningrum, Simanjuntak, Owen De Pinto, Sitompul, Pretty Naomi, & Jefri, Riny. (2021). Effect of E-Satisfaction on Repurchase Intention in Shopee User Students. Budapest International Research and Critics Institute-Journal, 4(4), 7785-7791. DOI: https://doi.org/10.33258/birci.v4i4.2697.

Pandiangan, Saut Maruli Tua, Rujiman, Rahmanta, Tanjung, Indra I., Darus, Muhammad Dhio, & Ismawan, Agus. (2018). An Analysis on the Factors which Influence Offering the Elderly as Workers in Medan. IOSR Journal of Humanities and Social Science (IOSR-JHSS), 23(10), 76-79. DOI: 10.9790/0837-2310087679. http://www.iosrjournals.org/iosr-jhss/papers/Vol.%2023%20Issue10/Version-8/K2310087679.pdf.

Pandiangan, Saut Maruli Tua. (2015). Analisis Lama Mencari Kerja Bagi Tenaga Kerja Terdidik di Kota Medan. Skripsi. Medan: Fakultas Ekonomi dan Bisnis, Program Studi Ekonomi Pembangunan, Universitas Sumatera Utara. https://www.academia.edu/52494724/Analisis_Lama_Mencari_Kerja_Bagi_Tenaga_Kerja_Terdidik_di_Kota_Medan.

Pandiangan, Saut Maruli Tua. (2018). Analisis Faktor-faktor yang Mempengaruhi Penawaran Tenaga Kerja Lanjut Usia di Kota Medan. Tesis. Medan: Fakultas Ekonomi dan Bisnis, Program Studi Ilmu Ekonomi, Universitas Sumatera Utara. http://repositori.usu.ac.id/bitstream/handle/123456789/10033/167018013.pdf?sequence=1&isAllowed=y.

Pandiangan, Saut Maruli Tua. (2022). Effect of Packaging Design on Repurchase Intention to the Politeknik IT&B Medan Using E-Commerce Applications. Journal of Production, Operations Management and Economics (JPOME), 2(1), 15–21. http://journal.hmjournals.com/index.php/JPOME/article/view/442.

Sangadji, E. M., & Sopiah. (2013). Prilaku Konsumen: Pendekatan Praktis. Disertai: Himpunan Jurnal Penelitian. Yogyakarta: Penerbit Andi.

Schiffman & Kanuk. (2007). Perilaku Konsumen. Edisi Kedua. Jakarta: PT.Indeks Gramedia.

Sunyoto, Danang. (2015). Strategi Pemasaran. Yogyakarta: Center for Academic. Publishing Service (CAPS).

Tjiptono, Fandy. (2012). Pemasaran Jasa. Malang: Bayumedia.

Tobing, Murniati, Afifuddin, Sya’ad, Rahmanta, Huber, Sandra Rouli, Pandiangan, Saut Maruli Tua, & Muda, Iskandar. (2018). An Analysis on the Factors Which Influence the Earnings of Micro and Small Business: Case at Blacksmith Metal Industry. Academic Journal of Economic Studies, 5(1), 17-23. https://www.ceeol.com/search/article-detail?id=754945.

Wijaya, Tony. (2011). Manajemen Kualitas Jasa. Jakarta: Salemba Empat.




DOI: https://doi.org/10.33258/birci.v5i2.4812

Article Metrics

Abstract view : 65 times
PDF - 19 times

Refbacks

  • There are currently no refbacks.


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

 

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