THE INFLUENCE OF HOLISTIC MARKETING AND PRODUCT QUALITY ON PURCHASING DECISIONS AT DEVIL'S MACARONI

Rohiqil Makthum, Akmad Suharto, Rusdiyanto Rusdiyanto

Abstract


Increasingly competitive and dynamic markets are placing manufacturers and marketers under greater pressure to understand the factors that influence consumer purchasing decisions. In this context, holistic marketing and product quality have emerged as two important variables in influencing consumer behavior. This research aims to determine and analyze the influence of internal marketing, integrated marketing, relationship marketing and product quality on purchasing decisions for the Adeeva Group, Jember Regency. This type of research uses quantitative methods with a sample size of 110 respondents and uses non-probability sampling techniques with purposive sampling techniques, using data collection techniques in the form of questionnaires to respondents. The data analysis technique for this research uses instrument testing, classical assumptions and multiple linear regression, hypothesis testing and the coefficient of determination R2. The analysis results obtained show that food quality, price, live streaming and Instagram social media have a positive and significant influence, both partially and simultaneously, on product purchasing decisions at the Adeeva Group, Jember Regency 0.953 or 95%

Full Text:

PDF

References


Maulana, I., & Arkanuddin, M. F. (2021). Analisis Pengaruh Bauran Pemasaran Holistik Terhadap Loyalitas Nasabah Tabungan Pada Bank X. Eqien: Jurnal Ekonomi Dan Bisnis, 8(2), 61–70. https://doi.org/10.34308/eqien.v8i2.224

Pranata, T. A., & Achmad Hasan Hafidzi dan Haris Hermawan. (2022). Pengaruh harga, promosi, dan kualitas produk pada keputusan pembelian kedai makna jember. Jurnal Penelitian Ilmu Sosial Dan Eksakta, 1, 1–10.

Rumengan, B. S., Tumbel, A., & Mandagie, Y. (2020). Analisis Pengaruh Pemasaran Holistik Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Di The Mukaruma Cafe. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 8(1), 166–174.

Setiawan, O., Simorangkir, E. S., Astri, D., & Purwati, A. (2020). Pengaruh Kualitas Produk, Harga, Relationship Marketing terhadap Keputusan Pembelian Produk di PT Asaba Pekanbaru. Management Studies and Entrepreneurship Journal, 1(1), 64–77.

Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. ALFABETA.

Sugiyono. (2018a). Metode penelitian kuantitatif/Prof. Dr. Sugiyono. Alfabeta.

Wijaya, I. W. A., Agung, A. A. P., & Anggraini, N. P. N. (2020). Pengaruh Kualitas Makanan dan Citra Merek Terhadap Keputusan Pembelian Roti pada Colatto Pastry & Bakery Gianyar. Values, 1(3), 1–11.

Winarsih, R., Mandey, S. L., & Wenas, R. S. (2022). Pengaruh Persepsi Harga, Kualitas Makanan, Dan Store Atmosphere Terhadap Keputusan Pembelian Konsumen Pada Dabu – Dabu Lemong Resto Dan Coffee Kawasan Megamas Di Manado. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 388. https://doi.org/10.35794/emba.v10i3.41953

Pebrian, A., Pambudi, J. E., Hidayat, I., Febrianto, H. G., Maulidia, S. Z., & Septian, A. (2024, November). The Effect of Implementation of Green Banking, Corporate Social Responsibility on The Value of Banking Companies Registered With The OJK Period 2017-2021. In Proceedings of the 1st UHAMKA International Conference on Economics and Business, UHICEB 2023, 18-19 December 2023, Jakarta, Indonesia.

Fransiska, D., Febrianto, H. G., Fitriana, A. I., & Angelina, L. (2024, November). The Effect of Company Size, Profitability and Leverage on Islamic Social Reporting of Islamic Banking Registered With OJK For The 2017-2022 Period. In Proceedings of the 1st UHAMKA International Conference on Economics and Business, UHICEB 2023, 18-19 December 2023, Jakarta, Indonesia.

Qomaria, N., Pambudi, J. E., & Febrianto, H. G. (2024). Independent Commissioners' Role in CEO Tenure, Capital Intensity and Firm Size Tax Avoidance. Jurnal Reviu Akuntansi dan Keuangan, 14(4).

Febrianto, H. G., & Pambudi, J. E. (2024). CEO Dualism and Corporate Value: A Digital Corporate Governance Perspective. Jurnal Reviu Akuntansi dan Keuangan, 14(4).

Negara, A. K., Azzahra, E. M., Febrianto, H. G., & Fitriana, A. I. (2024). Urgensi Financial Distress: antara Dewan Komisaris Independen dan Komite Audit pada Perusahaan Manufaktur. AKUNTABEL: Jurnal Ekonomi dan Keuangan, 21(1).

Mubarok, A. Z., Atthariqiyah, Y., Sunaryo, D., Fitriana, A. I., & Febrianto, H. G. (2024). FACTORS AFFECTING PROFIT MANAGEMENT IN LQ-45 COMPANIES LISTED ON THE INDONESIA STOCK EXCHANGE. Jurnal Comparative: Ekonomi dan Bisnis, 6(2), 292-301.

Wahyunita, T., Pambudi, J. E., & Febrianto, H. G. (2024). The Urgency of Tax Avoidance Moderated by the Utilization of Tax Havens Country. Jurnal Akuntansi Bisnis, 17(1), 53-69.

Mubarok, A. Z., Sunaryo, D., Pangesti, F. A., & Febrianto, H. G. (2024). DETERMINANTS OF CAPITAL STRUCTURE AND EFFECTIVE TAX RATE AS MODERATION VARIABLES. Jurnal Comparative: Ekonomi dan Bisnis, 6(1), 19-35.

Zhafirah, A., Sunaryo, D., Hamdani, H., Febrianto, H. G., & Fitriana, A. I. (2023). PENGARUH LIKUIDITAS DAN KEPEMILIKAN INSTITUSIONAL TERHADAP KEBIJAKAN DIVIDEN YANG DIMODERASI OLEH CASH POSITION. Balance Vocation Accounting Journal, 7(2), 135-145.

Putri, E. M. A., Febrianto, H. G., & Fitriana, A. I. (2023). The Effect of Internet Banking, Credit Risk and Company Size on Financial Performance at Conventional Commercial Banks Listed on the IDX for the Period 2018-2022. International Social Sciences and Humanities, 2(3), 879-891.

Ikhsan, A., Rosari, D., Pambudi, J. E., Lubis, P. K. D., & Fadillah, T. D. (2024). THE EFFECT OF AUDIT COMMITTEE, INTERNAL AUDITOR AND AUDIT QUALITY ON FIRM VALUE ON HOTEL INDUSTRY IN INDONESIA. International Journal of Economics and Finance Studies, 16(1), 337-354.

Sari, P. A., Rays, M., Purwanti, P., & Hidayat, I. (2024). Achievement of Carbon Emission Disclosure as a Mediator between Factors Increasing Firm Value: Eco-efficiency and Green Innovation. International Journal of Energy Economics and Policy, 14(6), 246-253.

Hidayat, I., Ismail, T., Taqi, M., & Yulianto, A. S. (2024). Are There Any Elements Affecting The Disclosure Of Sustainability Reports: Profitability Moderation. Quality-Access to Success, 25(202).

Hidayat, I., Abbas, D. S., Lam, N. T., & Sari, P. A. (2024). The role of environmental management accounting in mediating green innovation to firm value: Moderated by quality management. International Journal of Energy Economics and Policy, 14(3), 281-287.

Abbas, D., & Hidayat, I. (2024). Determinan Factor On Behaviour Auditor Disfunction. Jurnal Reviu Akuntansi dan Keuangan, 14(2), 412-428.

Hidayat, I., Abbas, D., Hamdani, H., & Saad, A. (2024). THE MEDIATING ROLE OF AUDIT QUALITY IN THE RELATIONSHIP BETWEEN NON-FINANCIAL FACTORS OF AUDIT FEES. JRAK, 16(2), 245-256.

Ikhsan, A., Rosari, D., Pambudi, J. E., Lubis, P. K. D., & Fadillah, T. D. (2024). THE EFFECT OF AUDIT COMMITTEE, INTERNAL AUDITOR AND AUDIT QUALITY ON FIRM VALUE ON HOTEL INDUSTRY IN INDONESIA. International Journal of Economics and Finance Studies, 16(1), 337-354.

Sarra, H., Mikrad, M., & Luthfita, F. (2023). ANALISA TAX AVOIDANCE DENGAN SALES GROWTH SEBAGAI VARIABEL MODERASI. Balance Vocation Accounting Journal, 7(2), 120-134.

Saputra, B. D., Alam, M. J., & Pambudi, J. E. (2023). The Influence Of Intellectual Capital And Earning Per Share On Stock Prices. International Social Sciences and Humanities, 2(3), 740-753.

Islamic, F. A., & Mikrad, M. (2023). USE OF FINTECH BY UMKM ACTORS IN CULINARY PASAR LAMA TANGERANG. Dynamic Management Journal, 7(3), 510-526.

Sarra, H. D., Mikrad, M., & Soleh, A. M. R. Y. (2023). The The Effect of Proprietorship Managerial and Board of Executive Commissioners on Imperishable Report with Company Size As A Moderation Variable. Dinasti International Journal of Economics, Finance & Accounting, 4(3), 371-382.

Hakim, M. Z., Andani, P. O., Rachmania, D., Hamdani, H., Mikrad, M., & Chanifah, S. (2023). Pengaruh Leverage, Free Cash Flow, dan Profitabilitas Terhadap Manajemen Laba Pada Sektor Consumer Cyclicals. Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan, 2(2), 27-41.

Mikrad, M., Budi, A., & Febrianto, H. G. (2023). Comparative Analysis of The Performance of The Composite Stock Price Index (IHSG) With the Indonesian Sharia Stock Index (ISSI) During The Covid-19 Pandemic. International Journal of Management Science and Information Technology, 3(1), 93-100.

Hakim, M. Z., Ananda, N. F., Zulaecha, H. E., Rachmania, D., Hamdani, H., & Mikrad, M. (2023). Effect of Financing To Deposit Ratio (FDR), Return On Assets (ROA), and Third Party Fund (TPF) on Mudharabah Financing in Islamic Banking. International Journal of Economics, Business and Innovation Research, 2(02), 78-89.

Sarra, H. D., & Mikrad, M. (2023). Kepatuhan Wajib Pajak Dalam Membayar PBB: Studi Kasus di Kelurahan Gembor Tahun 2021 Kota Tangerang. Balance Vocation Accounting Journal, 6(2), 186-199.

Nugrani, A., Yanto, S., & Mikrad, M. (2022). PENGARUH GENDER, BIAYA KEPATUHAN PAJAK DAN LINGKUNGAN WAJIB PAJAK TERHADAP KEPATUHAN WAJIB PAJAK ORANG PRIBADI DI KPP PRATAMA KOSAMBI. Jurnal Comparative: Ekonomi dan Bisnis, 4(1), 60-74.




DOI: http://dx.doi.org/10.31000/combis.v7i1.13022

Article Metrics

Abstract - 185 PDF - 573

DOI (PDF): http://dx.doi.org/10.31000/combis.v7i1.13022.g6004

Refbacks

  • There are currently no refbacks.



This journal has been indexed in:


googleGarudacrossrefdimention

Tools


        

Office:
Editor of Jurnal Comparative; Ekonomi dan Bisnis UMT, Building F, 3rd Floor, Faculty of Economics and Business, Universitiy Of Muhammadiyah Tangerang
Jl. Perintis Kemerdekaan I No.33, RT.007/RW.003, Babakan, Cikokol, Kec. Tangerang, Kota Tangerang, Banten 15118

Wa: 08567312111 (Galuh), 085716034977 (Eky)
Email: dynamic@gmail.com 

Jurnal Comparative: Ekonomi dan Bisnis © 2021 is licensed under CC BY-SA 4.0