M. Rafsya Aditiya, Haris Budiyono, Esi Asyani Listyowati

PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE PADA PRODUK RUSBEEF GRILL HOUSE CIKARANG

Introduction

Pengaruh bauran pemasaran terhadap keputusan pembelian secara online pada produk rusbeef grill house cikarang. Penelitian ini mengkaji pengaruh 7P bauran pemasaran pada keputusan pembelian online Rusbeef Grill House Cikarang. Temukan faktor kunci pendorong pembelian.

Abstract

Rusbeef Grill House is a culinary business with a home service concept that sells raw materials for grill meat and shabu, namely beef slices, chicken slices, sausages, dumpling, sauces, vegetables, and seasonings that have been prepared along with complete grill equipment rental. This study was aimed: (1) to know the effect of the marketing mix simultaneously on online purchasing decisions on Rusbeef Grill House Cikarang products, and (2) to know the effect of the marketing mix partially on online purchasing decisions on Rusbeef Grill House Cikarang products. This study used a survey method, 81 respondents filled in the questionnaires, Multiple Linear Regression Analysis as analytical tools executed by SPSS 26.0 software. The results of this study indicate that simultaneously, the variables of product, price, place, promotion, process, people, and physical evidence have a significant effect on online purchasing decisions. Partially the variables of product, price, place, promotion, process, and physical evidence have a significant effect on online purchasing decisions, while the people variable has no significant effect on online purchasing decisions

Review

This paper examines the influence of the marketing mix on online purchasing decisions for Rusbeef Grill House Cikarang, a culinary business specializing in home-service grill and shabu ingredients. The topic is highly relevant in today's digital economy, where online food services are burgeoning. The study's clear objectives are to determine both the simultaneous and partial effects of the extended marketing mix (7 Ps) on customer purchasing behavior within this specific online context, which is a commendable scope for understanding the multifaceted nature of consumer decisions. Methodologically, the research adopts a quantitative survey approach, collecting data from 81 respondents using questionnaires. The application of Multiple Linear Regression Analysis via SPSS 26.0 is appropriate for analyzing the relationships between the independent marketing mix variables and the dependent online purchasing decision variable. The findings indicate that, when considered simultaneously, all seven marketing mix elements—product, price, place, promotion, process, people, and physical evidence—collectively have a significant effect on online purchasing decisions. However, a key finding from the partial analysis is that while most variables individually show a significant impact, the 'people' variable does not significantly affect online purchasing decisions. This study offers practical insights for Rusbeef Grill House and similar businesses in the online culinary sector, identifying crucial marketing levers for driving customer purchases. The surprising finding regarding the non-significance of the 'people' variable in partial analysis is particularly interesting and warrants deeper discussion within the full paper to explore its potential reasons and implications, perhaps linking it to the home-service, raw-material nature of the business where direct human interaction might be less critical than product quality or delivery. While the abstract effectively outlines the study's design and results, a more explicit reference to the theoretical framework guiding the research would further enhance its academic contribution and context. Overall, the paper provides a valuable contribution to understanding online purchasing dynamics in the specialized culinary niche.

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