The Influence of Marketing Mix Performance on Costumers’ Purchase Decision of Packaged Rendang Sold by MSMEs in Payakumbuh, West Sumatra, Indonesia
DOI:
https://doi.org/10.25077/alive.v2.n1.p86-97.2025Keywords:
marketing mix of rendang, place, promotion, purchasing decision, servicesAbstract
This study aims to analyze the influence of product, price, place, promotion, and services on purchasing decisions for rendang in Payakumbuh, West Sumatra. The study was conducted on 51 Micro Small Medium Enterprises (MSMEs) consumers. Research was conducted using a survey method, and the obtained data was subjected to a quantitative descriptive analysis using multiple linear regression. Based on the result of the research analysis, the number R2 (R Square) is 0.224 or (22.40%). This showed that the percentage contribution of the influence of the marketing mix of rendang as independent variables (product, price, place, promotion, and services) to the dependent variable (purchasing decision) is 22.40%. At the same time, the remaining 77.60% is influenced or explained by other variables that are not included in this research model. A significant simultaneous effect of five marketing mixes, i.e., product, price, place, promotion, and service, on consumers' purchasing decision of rendang was noticed. Price, place, and service positively affected the partial evaluation; however, product and promotion were not. To sum up, innovation on price, place, and service can be the primary consideration for the MSME to keep competitive in the rendang market.
Downloads
References
Anene, P. I. (2020). The Impact of In-Store Environment on Customer Experience and Purchase Intention in Supermarkets. Master’s Thesis. Business Administration Program, Graduate School of Social Sciences, Near East University, Nicosia.
Arsil, P., Dang, H. L., Wicaksono, R. & Hardanto, A. (2022). Determinants of consumers' motivation towards ethnic food: evidence from Indonesia. British Food Journal, 124(10), 3183-3200. https://doi.org/10.1108/BFJ-05-2021-0605
Bukhari, S. F. H., Mazhar, W., & Waqas, R. (2018). A review of the impact of marketing mix in decision making process of consumers when buying food products. Journal of Contemporary Scientific Research, 2(6), 1-6.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro, Semarang.
Hendarto, T., Ermaini, Fatmawati, E., Ismanto, W., Wibowo, T. S., & Tsai, C. H. (2023). The impact of consumer decisions in purchasing foods based on price, product design, location, and store atmosphere. Jurnal Aplikasi Manajemen, 21(2), 296-307. DOI:10.21776/ub.jam.2023.021.02.02
Irwan, Sari, D. K., Hidayat, D., Games, D., & Yosmarisa, H. (2020). Respon konsumen terhadap image appeal iklan media sosial: Studi pada follower instagram UKM rendang. Jurnal Pemasaran Kompetitif, 3(3), 17-29. https://doi.org/10.32493/jpkpk.v3i3.4524
Karim, A. (2023). The influence of location on purchase decisions through increasing sales volume. Indonesian Interdisciplinary Journal of Sharia Economics, 6(3), 3191-3205. https://doi.org/10.31538/iijse.v6i3.4224
Lesakova, D. (2016). Seniors and their food shopping behavior: An empirical analysis. Procedia - Social and Behavioral Sciences, 220, 243-250. https://doi.org/10.1016/j.sbspro.2016.05.496
Maulani, F. N., & Najibullah. (2022). Analisis strategi pemasaran Restoran Simpang Raya Cempaka Putih. Jurnal Tadbir Peradaban, 2(3), 170-184. https://doi.org/10.55182/jtp.v2i3.188
Nikbin, D., Iranmanesh, M., Ghobakhloo, M., & Foroughi, B. (2022). Marketing mix strategies during and after COVID-19 pandemic and recession: A systematic review. Asia-Pacific Journal of Business Administration, 14(4), 405-420. https://doi.org/10.1108/APJBA-06-2021-0243
Permana M. A., Aprianingsih, A., & Fadlullah, H.M. (2023). Consumer behavior and perceive to buy from readyto-eat meals meat-based products: A case study of rendang tastes processed meats in Indonesia. Journal of Social Research, 2(9), 3098-3109. https://doi.org/10.55324/josr.v2i9.1369
Radka, B. (2018). Consumers’ decision making in online grocery shopping: the impact of services offered and delivery conditions. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 66(6), 1239-1247. DOI:10.11118/actaun201866051239
Ramadan, A., & A. Fatchiya. (2021). Efektivitas instagram sebagai media promosi produk “rendang uninam. Jurnal Sains Komunikasi dan Pengembangan Masyarakat, 05(01), 64-82. https://doi.org/10.29244/jskpm.v5i1.796
Sophia, I. A., Afrizal, R., & Alfikri. (2025). Analisis strategi pemasaran rendang gadih melalui platform shopee untuk meningkatkan penjualan. Jurnal Lentera Bisnis, 14(2), 1449-1457. https://doi.org/10.34127/jrlab.v14i2.1475
Sugiyono, (2017a). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. CV. Alfabeta, Bandung.
Sugiyono, (2007b). Metodologi Penelitian Bisnis. PT. Gramedia, Jakarta.
Tzeng, G.-H., Teng, M.-H., Chen, J.-J., & Opricovi, S. (2002). Multicriteria selection for a restaurant location in Taipei. Hospitality Management, 21, 171-187. https://doi.org/10.1016/S0278-4319(02)00005-1
Vasylieva, N. & James, Jr., H. (2020). Application of the marketing mix to the world export of animal products. Innovative Marketing, 16(1), 79-88. DOI:10.21511/im.16(1).2020.08
Wangi, N. K, Indrawati, E. D. P., and Wulandari, R. D., & Al-Munawan, R. P. 2024. Konsep 4P sebagai strategi Rumah Makan Cahaya Minang dalam mempertahankan usahanya (Studi Kasus pada Kampung Hambulu Kabupaten Bogor). Wiratani: Jurnal Ilmiah Agribisnis, 7(1), 12-21. https://doi.org/10.33096/wiratani.v7i1.316
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
