ANALISIS STRATEGI KONSUMEN TERHADAP PEMBELIAN KRUPUK RAMBAK AR-ROHMAH DI KEMLAGI MOJOKERTO

Authors

  • Nidya Rizkawati Program Studi Ekonomi Manajemen - Universitas Mayjen Sungkono Mojokerto
  • Eny Rachmawati Program Studi Ekonomi Manajemen - Universitas Mayjen Sungkono Mojokerto
  • Adil Abdillah Program Studi Ekonomi Manajemen - Universitas Mayjen Sungkono Mojokerto
  • Khasbulloh Huda Program Studi Ekonomi Manajemen - Universitas Mayjen Sungkono Mojokerto

DOI:

https://doi.org/10.31959/jm.v12i2.1448

Abstract

From the initial survey it was discovered that AR-Rohmah's rambak cracker turnover decreased due to regional executions during the Covid-19 pandemic. The problem studied is how the marketing strategy, product quality, consumer tastes, brand image and purchase intention, does it affect the intention to buy AR-Rohmah rambak crackers. The purpose of this study was to determine the effect of marketing strategy, product quality, consumer tastes and brand image on interest in buying AR-Rohmah rambak crackers in Betro Kemlagi Village, Mojokerto. The population in this study are consumers who buy, have bought or know about AR-Rohmah rambak crackers. The number of samples is 80 people. Research using multiple linear regression analysis. The results showed that marketing strategy, product quality, consumer tastes and brand image had a partial and simultaneous significant effect on buying interest on AR-Rohmah rambak crackers in Betro Kemlagi Village, Mojokerto. This can be seen from the test results which have a sig value of less than 0.05, with a regression sales result Y = 8.649 + 0.107X1 + 0.300X2 + 0.322X3 + 0.300X4. While the coefficient of determination has a value of 76.9% which indicates that it has a large influence value simultaneously.

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Published

2023-06-02

Issue

Vol. 12 No. 2 (2023)

Section

Articles

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