Strategi Pemasaran Efektif terhadap Keputusan Pembelian Teh Break di Kota Lamongan
Main Article Content
This study aims to analyze the influence of customer satisfaction, strategic location, and promotion on consumer purchasing decisions in teh break businesses in Lamongan. The research method employed is Structural Equation Modeling (SEM) based on Partial Least Squares (PLS), with data collected through a survey of 100 respondents selected using the purposive sampling technique. The results reveal that all independent variables, namely customer satisfaction, strategic location, and promotion, positively and significantly affect consumer purchasing decisions. Strategic location has the greatest influence (β = 0.412; t-statistic = 5.673), followed by customer satisfaction (β = 0.321; t-statistic = 4.256) and promotion (β = 0.287; t-statistic = 3.892). The research model explains 65.2% of the variance in purchasing decisions (R² = 0.652). This study highlights the importance of strategic location, customer satisfaction, and promotion in shaping purchasing decisions. The findings are expected to serve as a reference for teh break business owners in formulating more effective marketing strategies.
Keywords:
customer satisfaction, strategic location, promotion, purchasing decision
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Asikin, Muhamad Zaenal, Azzahra, Adelia, & Afridi, Fahad Khan. (2024). Strategies for the Utilization of Information Technology in Micro, Small, and Medium Business Marketing. American Journal of Economic and Management Business (AJEMB), 3(5), 1–13.
Bharmawan, Agus Surya, & Hanif, Naufal. (2022). Manajemen Pemasaran Jasa: Strategi, Mengukur Kepuasan Dan Loyalitas Pelanggan. Scopindo Media Pustaka.
Bansal, H. S., & Voyer, P. A. (2021). The impact of promotional strategies on consumer behavior: Evidence from competitive markets. Journal of Marketing Research, 58(3), 423-441. https://doi.org/10.1509/jmr.20.234
Chen, X., Li, W., & Zhang, H. (2020). Customer satisfaction and brand loyalty in the food and beverage industry: A case study. International Journal of Hospitality Management, 87, 102-116. https://doi.org/10.1016/j.ijhm.2019.102376
De Pelsmacker, Patrick, Van Tilburg, Sophie, & Holthof, Christian. (2018). Digital marketing strategies, online reviews and hotel performance. International Journal of Hospitality Management, 72, 47–55.
Goni, Habelana Lucia. (2023). Analisis Risiko Operasional Terhadap Kepuasan Pelanggan pada Bisnis Restoran (Studi Kasus Restoran Warong Bakar Bakar). Universitas Kristen Indonesia.
Ghosh, S., Chatterjee, A., & Bhattacharya, R. (2017). Strategic location selection for businesses: The role of accessibility and visibility. Asia Pacific Journal of Marketing and Logistics, 29(4), 723-737. https://doi.org/10.1108/APJML-08-2016-0153
Gultom, Dedek Kurniawan, Arif, Muhammad, & Fahmi, Muhammad. (2020). Determinasi kepuasan pelanggan terhadap loyalitas pelanggan melalui kepercayaan. Maneggio: Jurnal Ilmiah Magister Manajemen, 3(2), 171–180. https://doi.org/10.30596/Maneggio.V3i2.5290
Indrasari, Meithiana. (2019). Pemasaran Dan Kepuasan Pelanggan: pemasaran dan kepuasan pelanggan. unitomo press.
Kano, Katoyusyi, Choi, Lee Kyung, subhan Riza, Bob, & Octavyra, Regina Dinda. (2022). Implications of digital marketing strategy the competitive advantages of small businesses in indonesia. Startupreneur Business Digital (SABDA Journal), 1(1), 44–62.
Keller, Kevin Lane, & Kotler, Philip. (2015). Holistic marketing: a broad, integrated perspective to marketing management. In Does marketing need reform?: Fresh perspectives on the future (pp. 308–313). Routledge.
Kotler, Philip. (2016). Keller, 2007, Manajemen Pemasaran, Jilid I, Edisi Kedua belas, Jakarta: PT. Indeks.
Mawarni, Indah, & Muzammil, Oktafalia Marisa. (2023). The Influence of Corporate Social Responsibility, Social Media Marketing, Sales Promotion, and Perceived Value on Consumer Purchase Decision on the Tokopedia Marketplace. Dinasti International Journal of Management Science, 4(4), 760–768.
Nurwanti, S., & Pradana, T. (2020). Analisis kepuasan pelanggan terhadap keputusan pembelian ulang pada sektor F&B. Jurnal Bisnis dan Manajemen, 7(1), 87-98. https://doi.org/10.21009/JBM.07.1.87-98
Pajić, Vukašin, Andrejić, Milan, Jolović, Marijana, & Kilibarda, Milorad. (2024). Strategic warehouse location selection in business logistics: A novel approach using imf SWARA–MARCOS—A case study of a Serbian logistics service provider. Mathematics, 12(5), 776.
Purba, Veronika H., & Siswono, Siswono. (2022). Analisis Kepuasan Pelanggan dan Loyalitas Pelanggan Dengan Penerapan Customer Relationship Management (CRM) Pada Vizta Gym Medan. Syntax Literate; Jurnal Ilmiah Indonesia, 7(9), 15623–15642.
Putri, Prisma Miardi, & Marlien, R. A. (2022). Pengaruh Digital Marketing terhadap Keputusan Pembelian Online. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 5(1), 25–36.
Putri, Rahma Hanum Kusuma, & Windasari, Nila Armelia. (2023). Proposed Social Media Marketing Content Strategy Through Instagram to Increase Sales Performance Of Fashion Business (Case Study: DMC. id). Journal of Economics and Business UBS, 12(1), 651–673.
Ramadhani, F., & Nugroho, S. (2022). Effectiveness of social media marketing strategies in increasing sales: A study in the beverage industry. Journal of Digital Marketing Research, 5(1), 56-71. https://doi.org/10.21512/jdmr.2022.56-71
Senggetang, J., Aritonang, A. P., & Manik, R. J. (2019). Promosi produk dan pengaruhnya terhadap keputusan pembelian: Studi kasus di industri minuman. Jurnal Ilmu Ekonomi, 12(4), 256-270. https://doi.org/10.1016/j.jie.2019.256
Safirah, B. (2022). Faktor lokasi strategis dan promosi dalam mempengaruhi keputusan pembelian: Studi kasus pada usaha F&B di Sumenep. Jurnal Manajemen dan Bisnis, 14(1), 101-115. https://doi.org/10.21009/JMB.14.1.101-115
Setiadi, Karolus Putra, & Manafe, Leonard Adrie. (2021). Purba, Veronika H., & Siswono, Siswono. (2022). Analisis Kepuasan Pelanggan dan Loyalitas Pelanggan Dengan Penerapan Customer Relationship Management (CRM) Pada Vizta Gym Medan. Syntax Literate; Jurnal Ilmiah Indonesia, 7(9), 15623–15642. Kalianda Halok Gagas, 4(1), 22–33.
Supriatna, Agus, Nuraidah, Nuraidah, & Anugrah, Tri Gustian. (2022). Pengaruh Content Marketing Terhadap Keputusan Pembelian Pengguna ShopeePay Pada Masyarakat Kabupaten Karawang. Jurnal Ilmiah Wahana Pendidikan, 8(24), 78–85. https://doi.org/10.5281/zenodo.7460594
Veranita, Mira, Syahidin, Yuda, & Darmawan, Eki Dudi. (2021). Pemanfaatan Promosi Melalui Media Sosial Dalam Mendukung Pemasaran Produk Kefir Pada UMKM Dapur Kefir Bandung. JURPIKAT (Jurnal Pengabdian Kepada Masyarakat), 2(1), 145–159.
