Pengaruh Strategi Harga Dan Promosi Terhadap Minat Beli Konsumen Pada Produk Frozen Food (Studi Pada Akun Tiktok @Dakonfrozenfood)

Authors

  • Nurhalima Nurhalima Politeknik Pertanian Negeri Pangkajene Kepulauan
  • Megawati Megawati Politeknik Pertanian Negeri Pangkajene Kepulauan
  • Akmal Abdullah Politeknik Pertanian Negeri Pangkajene Kepulauan

DOI:

https://doi.org/10.61132/jumbidter.v1i3.137

Keywords:

Price Strategy, Promotion Strategy, Purchase Interest, Dakon Frozen Food

Abstract

Nowadays, many people choose to eat instant or fast food including frozen food. Dakon Frozen Food is one of the The most complete Frozen Food shop in the Sleman area, Yogyakarta Province. Objective This study is to determine the effect of price and promotion strategies on consumer buying interest in frozen food products offered by Dakon Frozen Food. on consumer buying interest in frozen food products offered by Dakon Frozen Food. by Dakon Frozen Food. The type of data used in this study is quantitative data obtained from distributing questionnaires with 30 respondents. respondents, analyzed using multiple linear regression analysis with the help of SPSS version 23. The research process was carried out with the stages of observation, distributing questionnaires, and literature study. questionnaires, and literature studies. Instrument trials using validity and reliability tests. reliability test. The data analysis methods used are classical assumption tests, multiple linear regression tests, partial (t) tests, and multiple linear regression tests. multiple linear regression test, partial test (t), simultaneous test (F), and determination coefficient test. determination. The results showed that partially price does not significant effect on buying interest, while promotional strategies has a significant effect on buying interest. As for the simultaneous price and promotional strategies have a significant effect on buying interest.

Downloads

Download data is not yet available.

References

Abdullah, A., Baso, A. B. A. N., Ilham, I., & Sulkifli, S. (2023). Digital Marketing, Inovasi Produk Dan Sosial Capital Pengaruhnya Terhadap Peningkatan Kinerja Pemasaran (Studi Kasus Pada UMKM Produk Koral dan Ikan Hias. Indo-Fintech Intellectuals: Journal of Economics and Business, 3(2), 90–100. https://doi.org/10.54373/ifijeb.v3i2.122

Abdullah, A., Baso Adil Natsir, A., & Pertanian Negeri Pangkep, P. (2022). Epic Model : Efektivitas Sistem Pemasaran Melalui Sosial Media Pada Umkm Produk Olahan Ikan. Jurnal Sains Agribisnis, 2(2), 47–56.

Abdullah, A., Efendi, B., Kasmi, M., & Aman, A. (2024). Menelaah Pengaruh Pola Pikir Wirausaha , Digital Inovasi Pemasaran dan Jaringan terhadap Kinerja UKM. 6075, 113–127. https://doi.org/10.33168/JSMS.2024.0608

Abdullah, A., Miftahorrozi, M., Hendrawan, H., Raharti, R., Nuryana, A., Yuliastuti, H., Verawaty, V., & HM, R. (2022). Analisis Peran Pemasaran Melalui Sosial Media, Harga Produk Adan Brand Trust Terhadap Keputusan Pembelian (Studi Kasus Clothing Online Store). Jurnal Kewarganegaraan, 6(3), 4992–4995. https://www.doi.org/10.31316/jk.v6i3.3871

Ahmad, M., Tumbel, T. M., & Kalangi, J. A. F. (2020). Pengaruh Citra Merek Terhadap Minat Beli Produk Oriflame Di Kota Manado. Jurnal Administrasi Bisnis, 10(1), 25–31.

Arvanitha, S. (2019). Peranan Akun Instagram Sebagai Media Promosi Dalam. Skripsi, 8.

Dennisa Teguh Annisa, R. H. S. (2021). Analisis Strategi Promosi Alauto Garage Dalam Meningkatkan Penjualan Mobil Bekas Di Masa Pandemi Covid-19 Melalui Media Sosial Facebook. Analisis Strategi Promosi Alauto Garage Dalam Meningkatkan Penjualan Mobil Bekas Di Masa Pandemi Covid-19 Melalui Media Sosial Facebook, 8(4), 3890–3896.

Dewa, C. B., & Safitri, L. A. (2021). Pemanfaatan Media Sosial Tiktok Sebagai Media Promosi Industri Kuliner Di Yogyakarta Pada Masa Pandemi Covid-19 (Studi Kasus Akun TikTok Javafoodie). Khasanah Ilmu - Jurnal Pariwisata Dan Budaya, 12(1), 65–71. https://doi.org/10.31294/khi.v12i1.10132

Dewi, R. S., Ekonomi, F., Bisnis, D. A. N., & Dinamika, U. (2022). Strategi Promosi Melalui Media Sosial Guna Academy Surabaya. Universitas Dinamika.

Enggriani, M., & Nabila, A. (2022). Pengaruh Harga dan Kualitas Makanan Terhadap Minat Beli Aplikasi Online Pada Tempat Makan Bebek Bakar Ayayo Bandung. Jurnal Ilmiah Pariwisata, 27(2), 165. http://jurnalpariwisata.stptrisakti.ac.id/index.php/JIP/article/view/1617

Farrizqy, R. H., Suryono, R. R., Informasi, S., Ratu, L., & Farrizqy, R. H. (2023). Jurnal teknologi dan sistem informasi. 4(3), 340–348.

Hermawan, A. (2022). Pengaruh Strategi Promosi Terhadap Minat Beli Pada Umkm Rojo Sosis. SMART Management Journal, 2(2), 163–179. https://doi.org/10.53990/smj.v2i2.167

Humaerah, S., Fajariani, N., & Amalyah, R. (2023). Volume 25 Issue 4 ( 2023 ) Pages 707-715 FORUM EKONOMI : Jurnal Ekonomi , Manajemen dan Akuntansi ISSN : 1411-1713 ( Print ) 2528-150X ( Online ) Pengaruh human capital dan motivasi kerja terhadap produktivitas karyawan The effect of human capital and wor. 25(4), 707–715.

Mahardhika, Y., & Nurdian, Y. (2022). Resureksi Pangan Olahan Beku Produk Unggulan Walikukun Ngawi. Jurnal Abditani, 5(1), 38–44. https://doi.org/10.31970/abditani.v5i1.86

Maisyaroh. (2019). Pengaruh Iklan Handphone Xiaomi Di Media Sosial ( Facebook ) Terhadap Minat Beli Remaja Siswa / Siswi Smpn 1 Kepenuhan. Pengaruh Iklan Handphone Xiaomi Di Media Sosial ( Facebook ) Terhadap Minat Beli Remaja Siswa / Siswi Smpn 1 Kepenuhan.

Muslimin, U. (2021). Pengaruh Retailing Mix Terhadap Keputusan Pembelian. Amsir Management Journal, 1(2), 81–92. https://doi.org/10.56341/amj.v1i2.22

Nuryakin, M. A., & Nurdin, H. (2021). Pengaruh Strategi Promosi Indihome Terhadap Minat Konsumen Di Kota Bima. Manajemen Dewantara, 5(2), 142–151. https://doi.org/10.26460/md.v5i2.10280

Rahmana, P. N., Putri N, D. A., & Damariswara, R. (2022). Pemanfaatan Aplikasi Tiktok Sebagai Media Edukasi Di Era Generasi Z. Akademika, 11(02), 401–410. https://doi.org/10.34005/akademika.v11i02.1959

Rahmayani, R. D., & Dharmawati, D. M. (2023). Pengaruh Strategi Harga Terhadap Keputusan Pembelian Konsumen Industri Ritel di Era New Normal. 7(1), 11–17.

Siahaya, B. P., Lawalata, V. N., & Tetelepta, G. (2023). Kajian Lama Penyimpanan Terhadap Karakteristik Fisikokimia Frozen Food Sukun (Artocarpus altilis). Jurnal Agrosilvopasture-Tech, 2(1), 62–68. https://doi.org/10.30598/j.agrosilvopasture-tech.2023.2.1.62

Susetyarsi, T., & Harminingtyas, R. (2021). Pengaruh Strategi Promosi Melalui Social media (Context,Communication,Collaboration,Connection) Terhadap Minat Beli Konsumen (Studi Kasus pada Produk Pakaian Old Man Store di Semarang). Jurnal STIE Semarang, 13(1), 51–69.

Downloads

Published

2024-05-30