Hubungan Bauran Pemasaran dengan Keputusan Pembelian Kaktus di The Prickle House Salatiga pada Masa Pandemi COVID-19

Abstract

Bauran pemasaran merupakan alat pemasaran yang digunakan oleh perusahaan secara terus-menerus untuk mencapai tujuan pemasaran. Tujuan penelitian ini adalah untuk mengetahui hubungan bauran pemasaran yaitu produk, harga, lokasi, dan promosi dengan keputusan pembelian kaktus di The Prickle House Salatiga pada masa pandemi Covid-19. Lokasi penelitian dipilih secara sengaja (purposive). Jenis penelitian yang digunakan adalah penelitian eksplanasi. Sampel dipilih secara sengaja kepada 50 responden dengan kriteria konsumen yang membeli produk kaktus pada masa pandemi COVID-19 sejak bulan Maret 2020, mempostingnya di media sosial mereka, menandai dan direpost oleh The Prickle House Salatiga. Indikator kuesioner penelitian diukur dengan skala Likert. Data penelitian dianalisis secara statistik dengan uji korelasi Rank Spearman. Hasil penelitian menunjukkan variabel harga, lokasi, dan promosi berkorelasi secara signifikan, tingkat hubungan sedang dan tanda positif menunjukkan hubungan searah dengan keputusan pembelian, sedangkan variabel produk berkorelasi tidak signifikan, tingkat kekuatan hubungan lemah dan hubungan searah dengan keputusan pembelian.

Marketing mix is a marketing tool where companies use it continuously to achieve marketing objectives in the target market. This study aims to determine the relationship of the marketing mix of internal factors, namely product, price, place and promotion with the consumer buying decision of cactus at The Prickle House Salatiga during the Covid-19 pandemic. The research location is chosen purposively. The type of research used is explanatory research. The sampling was done deliberately to 50 respondents with the criteria of consumers who purchased cactus products during the Covid-19 pandemic since March 2020, posted them on their social media, tagged and reposted by The Prickle House Salatiga. The indicator of the research questionnaire was measured on the Likert scale. The research data will be analyzed statistically with Spearman Rank correlation test. The results showed that the price, location, and promotion variables were significantly, medium realationship level and underictional relationship correlated with consumer buying decisions, meanwhile, the product variable is not significantly, weak realtionship level and undirectional relationship correlated with the consumer buying decisions.