Faktor-faktor yang mempengaruhi keputusan pembelian konsumen vendor pernikahan

Semesta, Muhamad Randy Wiguna (2021) Faktor-faktor yang mempengaruhi keputusan pembelian konsumen vendor pernikahan. Masters thesis, IPB University.

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Abstract

The wedding industry is an attractive industry with the increasingly competitive competition. Wedding vendor business enthusiasts need the right and efficient strategy to attract consumers to buy the products offered. The objectives of this study are: (1) to analyze consumer behavior in choosing wedding vendors; (2) analyzing consumer perceptions of the service marketing mix, reference groups, and purchasing decisions; (3) analyze the effect of the service marketing mix and reference groups on purchasing decisions; and (4) formulating effective marketing strategies for wedding vendors in influencing consumer purchasing decisions. The number of respondents was 208 people, with purposive sampling. Data collection time was in November 2019. Data analysis used descriptive analysis, structural equation modeling partial least squares (SEM-PLS), and Importance Performance Analysis (IPA). The results of the analysis of consumer behavior in choosing a wedding vendor showed that the majority of the bride and groom had a role as the main decision-maker in preparing for the wedding ceremony, while the largest source of funding comes from both the groom and the bride's families. Preparing for consumer weddings takes 3 to 6 months and the month that was often chosen to carry out weddings based on this research in August. The amount of expenditure required ranges from 50-100 million rupiah with the number of guests as many as 101-500 people. The largest proportion of consumers only use 1 wedding vendor to meet all the needs of the wedding party and the building as a venue for the wedding party. Following the trend of the wedding year period, there was no significant change in the selection of wedding vendors. Consumer perceptions of the performance level of the service marketing mix and purchasing decisions were in a good category. Meanwhile, consumers' perceptions of the reference group were still in a sufficient category. Consumers' perceptions of the performance level of the service marketing mix variable are in a good category, with the person and price variable dimensions had the best performance levels. Meanwhile, the promotion variable dimension is the dimension with the lowest performance level among the other variable dimensions, which was included in the sufficient category. Consumers' perceptions of the performance level of the two indicators of the reference group variable were still in the sufficient category, with the performance level of the family recommendation indicator had a greater value than the level of performance of the indicator recommendation of friends. Consumers' perceptions of the performance level of the purchasing decision indicator were in the good category with the purchasing stability indicator performance level being the best indicator, while the recommendation indicator was the purchasing decision indicator with the lowest value. Based on the SEM-PLS test results, it showed that the service marketing mix variable had a significant positive effect on purchasing decisions at the 5% significance level. Of the 7 dimensions of the service marketing mix variable, the process variable dimension (Pros) and the person variable dimension (Org) were the variable dimensions that most contribute to describing the service marketing mix variable because it had the largest loading factor value. Meanwhile, the reference group variable had no significant effect on purchasing decisions at the 5% significance level. An increase in the reference group variable was not effective in improving purchasing decisions. An effective marketing strategy to improve wedding vendor consumer purchasing decisions was formulated into a Segmentation, Targeting, and Positioning (STP) framework. Segmentation and targeting were base on the results of descriptive analysis of consumer behavior in the choice of wedding vendors, while positioning and differentiation were base on the results of the IPA analysis which was a combination of the results of the analysis of consumer perceptions of the performance level of the service mix marketing variable and the results of SEMPLS analysis. Positioning that can be formed in the sigh of consumers includes maintaining 11 indicators that were in quadrant II. As for the differentiation strategy, namely by increasing the indicators in quadrant I, including attractive advertisements and attractive promotions.

Item Type:	Thesis (Masters)
Additional Information:	Softfile Fulltext silahkan download di Official URL
Uncontrolled Keywords:	kelompok acuan, marketing mix jasa, perilaku konsumen, SEM-PLS, Segmentation,Targeting dan Positioning (STP), consumer behavior, reference group, service marketing mix, SEM-PLS
Subjects:	Manajemen Pemasaran
Depositing User:	SB-IPB Library
Date Deposited:	12 Nov 2022 01:46
Last Modified:	12 Nov 2022 08:47
URI:	http://repository.sb.ipb.ac.id/id/eprint/3916

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