Pengaruh Bauran Pemasaran, Ekuitas Merek Terhadap Keputusan Pembelian Benih Cap Kapal Terbang di Jawa Barat

Dodi Supriatna, Dodik Ridho Nurrochmat, Idqan Fahmi

Abstract


Marketing tools known as the marketing mix, interacts with the brand equity in influencing consumer purchasing decisions. This study aims to analyze the level of marketing mix and brand equity and analyze the effect of the marketing mix with dimensions of brand equity. Presentation techniques and data analysis used in this research is descriptive analysis and Structural Equation Model (SEM). Research using depth interview technique. The experiment was conducted in West Java province with the number of respondents 137 vegetable farmers. Research shows that the product and the price has no effect on all dimensions of brand equity. Meanwhile, marketing channels and promotion effect on perceived quality, each with a loading factor of 0.516 and 0.715. Brand awareness and brand association has no effect on the decision. Only perceived quality influence on purchase decisions with a value of loading factor of 0.516. The study concluded that, perceived quality influences purchase decisions. Channel marketing and promotion affect perceived quality.

Keywords: brand equity, distribution channel, marketing mix, perceived quality, purchasing decision, SEM

Abstrak: Instrumen pemasaran yang dikenal sebagai bauran pemasaran (marketing mix), saling berhubungan dengan ekuitas merek dalam memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan menganalisis pengaruh bauran pemasaran dengan dimensi ekuitas merek dan menganalisis pengaruh ekuitas merek dengan keputusan pembelian. Teknik penyajian dan analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dan analisis Struktural Equation Model (SEM). Penelitian menggunakan teknik interview mendalam dilaksanakan di propinsi Jawa Barat dengan jumlah responden 137 orang petani sayuran. Produk dan harga tidak berpengaruh terhadap semua dimensi ekuitas merek. Penelitian menunjukan bahwa saluran pemasaran dan promosi berpengaruh terhadap perceived quality, masing-masing dengan loading faktor 0,516 dan 0,715. Brand awareness dan brand association tidak berpengaruh terhadap keputusan. Hanya perceived quality berpengaruh terhadap keputusan pembelian dengan nilai loading faktor 0,516. Penelitian disimpulkan bahwa, perceived quality memengaruhi keputusan pembelian. Saluran pemasaran dan promosi memengaruhi perceived quality.

Kata kunci: ekuitas merek, saluran distribusi, bauran pemasaran, perceived quality, keputuan pembelian, SEM

 


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DOI: http://dx.doi.org/10.17358/jabm.3.3.341

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