ANALISIS BAURAN PEMASARAN TERHADAP PERILAKU KONSUMEN PRODUK PANGAN ORGANIK

JURNAL RISET MANAJEMEN DAN BISNIS (JRMB) FE-UNIAT

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Field Value
 
Title ANALISIS BAURAN PEMASARAN TERHADAP PERILAKU KONSUMEN PRODUK PANGAN ORGANIK
 
Creator Farida, Farida
 
Description This study was aimed to analyze the effect of marketing mix consist of product, price, place, promotion, and service on consumer satisfaction and repurchase intention of organic food products. Fifty-four respondent were selected by convenience sampling method to collect information from the respondent by filled the sheet questionnaires to obtain primary data. The data were analyzed by using multiple regression method. The result of the study showed that the marketing mix was influenced significantly on customer satisfaction by 99,7percent and 80,4 percent was affected by repurchase intention. Product was a variable of marketing mix had more important to influence customer satisfaction and repurchase intention for organic food products. Marketing mix product, price, place, promotion, and service partially have a significant effect on consumer satisfaction. Product, price, and service significantly affected on repurchase intention, whereas place and promotion was no significant effect.
Key words: organic food, marketing mix, consumer satisfaction, repurchase intention
 
Publisher Economic Faculty, Attahiriyah Islamic University
 
Date 2019-06-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/268
10.36226/jrmb.v4i2.268
 
Source Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT; Vol 4 No 2 (2019); 295 - 306
2581-2165
2527-7502
 
Language eng
 
Relation http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/268/145
 
Rights Copyright (c) 2019 Farida Farida
http://creativecommons.org/licenses/by-nc-sa/4.0
 

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