PENGARUH PROMOSI DAN PENGEMBANGAN PRODUK TERHADAP PERILAKU PADA KONSUMEN ENERGEN DI KECAMATAN BEJI DEPOK JAWA BARAT
DOI:
https://doi.org/10.31334/jambis.v2i1.2461Keywords:
promotion, product development, consumer behaviorAbstract
This study aims to examine and analyze the effect of promotion and product development on Energen consumer behavior in Beji District, Depok, West Java. This research is a cross sectional study with a quantitative approach. It consists of independent variables of promotion and product development, and dependent variable of consumer behavior. The research population was all Energen consumers in Beji District, Depok. The research sample consisted of 75 respondents who were selected using a simple random sampling technique. Data analysis was performed using multiple linear regression method. The results showed that 1) promotion has a positive and significant influence on consumer behavior of Energen in Beji Depok; 2) product development has a positive and significant influence on consumer behavior of Energen in Beji Depok; and 3) simultaneously promotion and product development have a positive and significant influence on consumer behavior Energen in Beji Depok. An R Square (R2) value of 0.537 or 53.7% indicates that promotion and product development is able to influence consumer behavior by 53.7%, while the remaining 46.3% is the influence of other factors outside the study.References
Febriyani, F. (2017). Pengaruh Strategi Pemasaran dan Pengembangan Produk
Terhadap Minat Beli. Jurnal Ilmu Manajemen, Vol. 4(2), 243–247.
Hurriyati, Ratih. (2019). Bauran Pemasaran dan Loyalitas Konsumen. Bandung:
Alfabeta.
Khodijah, Siti dan Saino. (2014). Analisis Faktor Yang Mempengaruhi Keputusan
Penggunaan Jasa Kapal Roro Gili Iyang Rute Bawean-Paciran. Jurnal
Manajemen. Vol. 4. Surabaya: UNS.
Khoirinnisa, E., Gumilar, I., & Nurhayati, A. (2016). Analisis Perilaku Konsumen Dalam
Keputusan Pembelian Produk Kaki Naga. Jurnal Perikanan Kelautan, VII (1), Hal.
–74.
Lupioyadi, R. (2016). Manajemen Pemasaran Jasa Berbasis Kompetensi. Jakarta:
Salemba Empat.
Purwo Irfan Anjas dan Fitroh Adhilla. (2018). Analisis Pengaruh Produk, Harga,
Promosi dan Saluran Distribusi Terhadap Perilaku Pembelian Konsumen pada
Produk Mie Instan Indomie di Yogyakarta. Jurnal Fokus. Vol. 8 No. 1. Hal. 81-98.
Riadi, Muhlisin. (2020). product life cycle (pengertian, tahap, karakteritik dan strategi).
https://www.kajianpustaka.com/2020/03/product-life-cycle-pengertian-tahapankarakteristik-dan-strategi. Diakses pada tanggal 25 Juli 2021.
Riadi, Muchlisin. (2020). Pengembangan Produk (Pengertan, Tujuan, Strategi dan
Tahapan). https://www.kajianpustaka.com/2020/03/ pengembangan-produk.htm.
Diakses pada tanggal 25 Juli 2021.
Sumarwan, Ujang. (2015). Perilaku Konsumen Teori Penerapannya Dalam
Pemasaran. Edisi Kedua. Cetakan Ketiga. Bogor: Penerbit Ghalia Indonesia.
Susanto, A. (2013). Pengaruh Promosi, Harga dan Inovasi Produk Terhadap
Keputusan Pembelian Pada Batik Tulis Karangmlati. Skripsi. Universitas Negeri
Semarang.
kebutuhan konsumen serta memberikan produk yang mampu memberi
kepuasan
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright Notice
Please find the rights and licenses in JAMBIS : Jurnal Administrasi Bisnis. By submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
1.License
The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
2.Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3.User Rights
JAMBIS : Jurnal Administrasi Bisnis, spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, JAMBIS : Jurnal Administrasi Bisnis permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and JAMBIS : Jurnal Administrasi Bisnis on distributing works in the journal and other media of publications.
4.Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. JAMBIS : Jurnal Administrasi Bisnis will not be held liable for anything that may arise due to the author(s) internal dispute. JAMBIS : Jurnal Administrasi Bisnis will only communicate with the corresponding author.
5.Miscellaneous
JAMBIS : Jurnal Administrasi Bisnis will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. JJAMBIS : Jurnal Administrasi Bisnis editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.
Every accepted manuscript should be accompanied by "Copyright Transfer Agreement" prior to the article publication.