Pengaruh Marketing Mix (Product, Price, Place, dan Promotion) Terhadap Brand Preference Pada J.Co Do-nuts & Coffee di Surabaya

Rendy Gunawan

Abstract


Kegiatan hangout merupakan kegiatan yang menjadi kewajiban bagi kalangan anak muda. Masyarakat mulai menyadari betapa pentingnya gaya hidup serta kebutuhan sosial. Perkembangan gaya hidup inilah yang membuat banyak perusahaan dan pebisnis mulai melirik sektor pasar baru, yaitu bisnis untuk menyediakan tempat dimana para remaja dapat melakukan kegiatan hangout dengan nyaman. Penelitian ini dilakukan untuk menganalisa pengaruh dari marketing mix (product, price, place, dan promotion) terhadap brand preference pada J.Co Donuts & Coffee di Surabaya. Penelitian ini menggunakan Kuesioner yang disebar ke 100 Customer yang pernah mengunjungi pada J.Co Donuts & Coffee di Surabaya paling sedikit satu kali. Kuesioner dalam penelitian ini dibentuk menggunakan format kuesioner skala Likert. Penelitian ini menggunakan teknik analisa SPSS (statistical product and service solution).  

Keywords


Brand preference; Marketing mix; Product; Price; Place; Promotion

Full Text:

PDF

References


Ali, S. E. (2008). Marketing mix and the Brand Reputation of Nokia. Market-ing Forces 4(1)

Allenbv & Lenk. (1995). Reassessing Brand Loyalty, Price Sensitivity, and Mer-chandising Effects on Consumer Brand Choice. Journal of Business & Economic Statistics 13(3): 281-289

Gronholm, T. (2012). Marketing concepts in practice. Lahti university of applied sciences. Degree programme in In-ternational Business Bachelor’s the-sis.

Helgeson, J.G. and Supphellen, M. (2004). A Conceptual and Measurement Comparison of Self-Congruity and Brand Personality: The Impact of Socially Desirable Responding. In-ternational Journal of Market Re-search.

Išoraitė, M. (2016). Marketing mix Theoret-ical Aspects. Lithuania.

Kotler, P. & Armstrong, G. (2000). Market-ing: An Introduction. New Jersey: Prentice Hall.

Kotler, P. (2006). Manajemen Pemasaran, Jilid I, Edisi Kesebelas. Jakarta: P.T. Indeks Gramedia. [10] Griffin, Jill. 2005. Customer Loyalty: Menum-buhkan & Mempertahankan Kese-tiaan Pelanggan. Jakarta : Erlangga.

Kotler, P. (2011). Marketing Management, Millennium Edition. New Delhi: Prentice Hall of India.

Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand man-agement perspective. Journal Of Brand Management, 9(4), 249-261.

Krishnamurthi, L., & Raj, S. (1991). An Empirical Analysis of the Relation-ship Between Brand Loyalty and Consumer Price Elasticity. Market-ing Science, 10(2), 172-183.

Martin, M. (2014). Business, Marketing Marketing mix.

Mutuku, Annette W. (2011). Influence Of Marketing mix On Consumer Brand preference: A Study Of Smartphones Among Public Univer-sity Students In Nairobi. Nairobi.

Pullig, C., Netemeyer, Richard G., & Biswas, A. (2016). Attitude Basis, Certainty, and Challenge Alignment: A Case of Negative Brand Publicity.

Putri, Marcellina D., (2010). Analisis Pengaruh Marketing mix Terhadap Loyalitas Konsumen J.Co Donuts and Coffee. Universitas Sanata Dharma. Yogyakarta.

Rashmi, A., Harvinder, S., & Sanjeev, P., (2014). Branding of geographical indications in India: A paradigm to sustain its premium value. Interna-tional Journal of Law and Manage-ment, Vol. 56 Issue: 6, pp.431-442.

Schmalensee, R. (1982). Product Differen-tiation Advantages of Pioneering Brands. American Economic Re-view.

Singh, M. (2012). Marketing mix of 4P’S for Competitive Advantage. IOSR Journal of Business and Manage-ment (IOSRJBM)., Volume 3, Issue 6 (Sep,-Oct.).

Solomon, Michael R. (2013). Consumer Behavior: Buying, Having, And Be-ing, Tenth Edition. Pearson Educa-tion, Inc.

Yoo, B., Donthu, N. and Lee, S. (2000). An Examination of Selected Marketing mix Elements and Brand Equity. Journal of the Academy of Market-ing Science.


Refbacks

  • There are currently no refbacks.