Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Produk Nichoa dengan Metode SEM-PLS di Jawa Tengah

Hudoyo, Salsabila Aprilia; Riptanti, Erlyna Wida; Barokah, Umi

doi:10.37149/jimdp.v7i4.25373

Open access Jurnal

Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Produk Nichoa dengan Metode SEM-PLS di Jawa Tengah

Jurnal Ilmiah Membangun Desa dan Pertanian · Vol. 7 No. 4 (2022) · pp. 118–127

DOI: 10.37149/jimdp.v7i4.25373
ISSN: 2527-2748
Published: 2022-08-05
Publisher: Department of Agribusiness Halu Oleo University Kendari Southeast Sulawesi
Language: eng
License: creativecommons.org/licenses/by-sa/4.0

Abstract

This research purports to assign the marketing mix's effect on price, promotion, product, and place on consumer decisions in purchasing Nichoa products in Central Java. This study is causal-comparative research. The study location was chosen by purposive method with the reasoning that the average expenditure per capita of the population of Central Java in the food and beverage category has increased during the last three years. The research was conducted from February to March 2022. The latent variables in this research are product, place, price, promotion, and purchasing decisions. The total sample is 120 respondents by purposive sampling technique. An analysis method used is SEM-Partial Least Square (PLS). The output represents a positive impact on purchasing decisions and a significant effect on the product, place, and price variables on consumer decisions in purchasing Nichola products. However, there is an insignificant impact on the promotion variable, but it has a positive value on consumer decisions in purchasing Nichoa products. This point that Nichoa must pay attention to the marketing mix carried out, in terms of product, price, promotion, and place aspects, to be able to answer consumer needs so that it can influence consumers to buy Nichoa products more than once.

Keywords

Collaboration network of the authors

17 authors · 25 co-authorship links

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Co-author	Organisation	Joint articles
Agustono Agustono	Affiliation unknown	3
Cita Ayu Setia Ningsih	Affiliation unknown	1
Rhina Uchyani Fajarningsih	Affiliation unknown	1
Nur Mei Azizah	Affiliation unknown	1
Isti Khomah	Affiliation unknown	1
Clarashinta Kusuma	Affiliation unknown	1
Clarisa Candra Utama	Affiliation unknown	1
Lory Br Ginting Munthe	Affiliation unknown	1
Raden Kunto Adi	Affiliation unknown	1
Muri Aditama	Affiliation unknown	1
Darsono Darsono	National Research and Innovation Agency	1
Ambarwati Nurjanah	Affiliation unknown	1
Minar Ferichani	Affiliation unknown	1
Muhamad Azhar	Affiliation unknown	1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ojs.uho.ac.id/index.php/JIMDP/oai, first harvested 31 Okt 2026, last seen 1 Nov 2026.

Original metadata (oai_dc)

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	<dc:title xml:lang="en-US">Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Produk Nichoa dengan Metode SEM-PLS di Jawa Tengah</dc:title>
	<dc:creator>Hudoyo, Salsabila Aprilia</dc:creator>
	<dc:creator>Riptanti, Erlyna Wida</dc:creator>
	<dc:creator>Barokah, Umi</dc:creator>
	<dc:subject xml:lang="en-US">cocoa; marketing mix; Partial Least Square (PLS); purchasing decisions</dc:subject>
	<dc:description xml:lang="en-US">This research purports to assign the marketing mix's effect on price, promotion, product, and place on consumer decisions in purchasing Nichoa products in Central Java. This study is causal-comparative research. The study location was chosen by purposive method with the reasoning that the average expenditure per capita of the population of Central Java in the food and beverage category has increased during the last three years. The research was conducted from February to March 2022. The latent variables in this research are product, place, price, promotion, and purchasing decisions. The total sample is 120 respondents by purposive sampling technique. An analysis method used is SEM-Partial Least Square (PLS). The output represents a positive impact on purchasing decisions and a significant effect on the product, place, and price variables on consumer decisions in purchasing Nichola products. However, there is an insignificant impact on the promotion variable, but it has a positive value on consumer decisions in purchasing Nichoa products. This point that Nichoa must pay attention to the marketing mix carried out, in terms of product, price, promotion, and place aspects, to be able to answer consumer needs so that it can influence consumers to buy Nichoa products more than once.</dc:description>
	<dc:publisher xml:lang="en-US">Department of Agribusiness Halu Oleo University Kendari Southeast Sulawesi</dc:publisher>
	<dc:contributor xml:lang="en-US">Universitas Sebelas Maret</dc:contributor>
	<dc:date>2022-08-05</dc:date>
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	<dc:identifier>10.37149/jimdp.v7i4.25373</dc:identifier>
	<dc:source xml:lang="en-US">Jurnal Ilmiah Membangun Desa dan Pertanian; Vol 7, No 4 (2022); 118 - 127</dc:source>
	<dc:source>2527-2748</dc:source>
	<dc:source>10.37149/jimdp.v7i4</dc:source>
	<dc:language>eng</dc:language>
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	<dc:rights xml:lang="en-US">Copyright (c) 2022 Jurnal Ilmiah Membangun Desa dan Pertanian</dc:rights>
	<dc:rights xml:lang="en-US">http://creativecommons.org/licenses/by-sa/4.0</dc:rights>
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