Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Ulang Artisan Keju Indonesia (Studi Kasus Mazaraat Artisan Cheese)

Lestari, Indah Ria (2020) Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Ulang Artisan Keju Indonesia (Studi Kasus Mazaraat Artisan Cheese). Masters thesis, IPB University.

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Indonesia currently has many local Indonesian cheese trademarks. The emergence of various types of local Artisan cheese in Indonesia certainly increases competition between cheese producers and motivates producers to continue to make breakthroughs in marketing strategies. Mazaraat Artisan Cheese is a local cheese producer from Yogyakarta. Currently, 95 percent of Mazaraat product sales are in the B2B market which only distributed to one distributor, while the other 5 percent are to the retail market (B2C). This can be boomerang for the company if the distributor goes bankrupt or stops the demand for Mazaraat products. Therefore, the company began to identify and analyze the factors that influence consumer purchasing decisions so the company can determine the right strategy in the future. The results of the literature study, there are four variables used in this research to determine the effect on the purchasing decisions of Mazaraat consumers, namely the variable marketing mix, brand awareness, customer perceived value, and consumer knowledge. This study aims to: 1) identify the characteristics of Mazaraat consumers; 2) analyze the influence of customer perceived value (CPV), brand awareness, consumer knowledge, and marketing mix on Mazaraat cheese purchasing decisions; 3) develop appropriate marketing strategy to improve Mazaraat consumer purchasing decisions. The study was conducted from February to June 2019. A quantitative approach was used to identify the factors that influenced the purchasing decisions of Mazaraat cheese consumer. The data used in this study are primary data. Primary data obtained from the results of an online survey. The samples were taken by using purposive sampling method. The criteria of research respondents were Mazaraat consumers who have purchased Mazaraat cheese and were not limited by the purchase channel. Data collection was using online questionnaires filled by respondents. The research questionnaire uses a Likert scale. The results of filling out the online questionnaire received data on 158 respondents. The data and information obtained were processed and analyzed descriptively and using Structural Equation Model (SEM) analysis with SmartPLS. The respondents of this study were dominated by women (84 percent). Most of the respondents were at the age ranges of 31-41 (40.51 percent) and age 21-30 (33.54 percent). Most respondents were married (68.35 percent) and having a high level of education (94.96 percent). Many of the respondents spent more than IDR 4,000,000 per month for food and beverages (43.67 percent). The data shows that Mazaraat consumers were in the upper-middle-class segment. The results showed that customer perceived value and brand awareness had positive and significant influences on the purchasing decisions of Mazaraat cheese. Meanwhile, consumer knowledge did not influence purchasing decisions. Based on the four marketing mix variables, only products that significantly influence purchasing decisions. The total influence between variables obtained by the product has the most significant direct and indirect influences on purchasing decisions. Consumers prioritize product quality over other variables. The company should consider the marketing mix and connecting variables such as brand awareness, consumer knowledge, and customer perceived value to improve Mazaraat cheese purchasing decisions. Strategies to improve purchasing decisions can be implemented by re-segmenting Mazaraat consumers, evaluating the marketing mix conducted by the company, making priority targets where millennials and women as the main target. This research can be used as a reference for further research by targeting respondents who have not yet purchased Mazaraat cheese to find out consumers' purchase intentions. In addition, analysis of customer loyalty Mazaraat cheese can be done to determine the extent to which consumers are loyal to Mazaraat products and will make a repurchase.

Item Type: Thesis (Masters)
Uncontrolled Keywords: artisan cheese, brand awareness, customer perceived value, consumer knowledge, marketing mix, purchase decision
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 14 Jan 2022 02:55
Last Modified: 14 Jan 2022 02:55
URI: http://repository.sb.ipb.ac.id/id/eprint/3766

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