Effect of Marketing Mix and Impact of the Covid-19 Pandemic on Decisions to Purchase Fast Food
Abstract
The purpose of this study was to determine the demographic characteristics of fast food consumers and to analyze the effect of marketing mix variables (product, price, place and promotion) and environmental factors caused by the Covid-19 pandemic on consumer buying decisions for fast food. The type of data used is quantitative primary data. Primary data were obtained from distributing questionnaires to consumers who bought ready-to-eat food at Sabana Fried Chicken Restaurant, Bluru Permai Sidoarjo Branch. The sample is determined on purpose (convenience sampling). Respondents amounted to 100 people. The results showed that the demographic characteristics of fast food consumers were the majority aged 17-24 years, female, had 3-4 members in one family and had an expenditure of Rp. 1 million – Rp. 2 million in one month. Based on multiple regression analysis shows that the product factor (X1) and environmental factors (X5) have a significant effect on the decision to buy fast food (Y). While the factors of Price (X2), Place (X3) and Promotion (X4) have no significant effect. This study implies that culinary entrepreneurs need to focus on marketing to consumers who have an age range of 17 - 24 years and are female because they have a large enough market opportunity. One of the strategies carried out is by expanding product lines and collaborating with online food delivery services such as Go Food and Grab Food as a solution to the negative impacts caused by the Covid-19 pandemic.Keywords : Demographics, Marketing Mix, Environmental Factors, Covid-19 Pandemic, Fast Food.
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Azmy, A., Nauyoman, D. and Zakky, M. (2020) ‘The Effect Of Brand Image And Perception Of Products On The Purchase Decisions Of Matic Motorcycle In East Belitung’, Jurnal Administrasi Bisnis, 9(1). doi:10.14710/jab.v9i1.25278.
Boston Consulting Group (2021) Five Retail Trends That Will Outlast the Pandemic.
Chamalinda, A.K.N.L. (2021) ‘Analisis Bisnis Dan Tren Konsumsi Masyarakat Kabupaten Bangkalan Terhadap Frozen Food Pada Masa Pandemi Covid 19’, AKUNTABILITAS: Jurnal Ilmiah Ilmu-Ilmu Ekonomi, 14(1), pp. 52–68. doi:10.35457/akuntabilitas.v14i1.1599.
Fadillah, A. and Tifani, N. (2018) ‘Pengaruh Lingkungan Sosial, Kepercayaan Merek, dan Citra Merek Terhadap Keputusan Pembelian (Studi Kasus pada pengguna iPhone di Kota Bogor)’, Jurnal Ilmiah Manajemen Kesatuan, 6(1). doi:10.37641/jimkes.v6i1.31.
Fitra, S. (2020) Kelompok Penduduk Indonesia Terbesar Dilihat dari Tingkat Pengeluarannya, Databoks. Gregorius and widiyanto (2019). Analisis Pengaruh Marketing Mix Terhadap Keputusan Pembelian Produk Makanan Cepat Saji’, Ekonomi Bisnis, 17, pp. 1–12.
Hariyani Tuwis (2021) ‘Strategi Pedagang Kaki Lima Dalam Mempertahankan Usaha Di Tengah Pandemi Covid-19’, Jurnal ekonomi bisnis , 19, pp. 148–164.
Harwani, Y. and Fauziyah, F. (2020) ‘Keputusan Pembelian Konsumen Gerai Makanan Cepat Saji Ditinjau dari Kualitas Produk, Persepsi Harga dan Iklan’, Business Economic, Communication, and Social Sciences (BECOSS) Journal, 2(3), pp. 285–291. doi:10.21512/becossjournal.v2i3.6659.
Hotima, S.H. (2018) ‘Pengaruh Faktor Lokasi Terhadap Keputusan Pembelian Produk’, Majalah Ilmiah DIAN ILMU, 13(2). doi:10.37849/midi.v13i2.36.
Ihwah, A. (2015) ‘The Use of Cox Regression Model to Analyze the Factors that Influence Consumer Purchase Decision on a Product’, Agriculture and Agricultural Science Procedia, 3. doi:10.1016/j.aaspro.2015.01.017.
Indawati Lestari et al.(2021) ‘The Effect Of Brand Ambasador and Prices on The Purchase Decision Of Android Hand Phone Through Interest In Buying Consumers In Medan City’, International Journal of Science, Technology & Management, 2(4). doi:10.46729/ijstm.v2i4.274.
Industri, D. (2021) Tren Pertumbuhan Industri Makanan danMinuman, www.dataindustri.com.
Lesmana, I.S., Bahits, A. and Adiswanse, J. (2022) ‘Promosi Dan Fasilitas Serta Pengaruhnya Terhadap Keputusan Pembelian Pada Perumahan Persada Banten’, Jesya (Jurnal Ekonomi & Ekonomi Syariah), 5(1). doi:10.36778/jesya.v5i1.590.
Macall, D.M. et al.(2021) ‘Canadian consumer opinions regarding food purchase decisions’, Journal of Agriculture and Food Research, 3. doi:10.1016/j.jafr.2020.100098.
Mariana, T., Suhartanto, D. and Gunawan, A.I. (2020) ‘Prediksi Minat Beli Makanan Cepat Saji Halal : Aplikasi Theory of Planned Behavior’, The 11th Industrial Research Workshop and National Seminar, pp. 1180–5.
Molen, A.E.H. Van Der et al.(2021) ‘Are nudging and pricing strategies on food purchasing behaviors equally effective for all? Secondary analyses from the Supreme Nudge virtual supermarket study’, Appetite, 167. doi:10.1016/j.appet.2021.105655.
Mutmainnah, M. (2020) ‘Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Pada Pt Sarana Multigriya Lestari’, Jurnal Ilmiah Feasible (JIF), 2(1). doi:10.32493/fb.v2i1.2020.83-94.3710.
Nurhayati, A. (2021) ‘YUME : Journal of Management Strategi Pemasaran Franchise Dalam Pendapatan Dimasa Pandemi Covid 19 Meningkatkan’, 4(3), pp. 389–399. doi:10.37531/yume.vxix.543.
Panda, D., Masani, S. and Dasgupta, T. (2021) ‘Packaging-influenced-purchase decision segment the bottom of the pyramid consumer marketplace? Evidence from West Bengal, India’, Asia Pacific Management Review [Preprint]. doi:10.1016/j.apmrv.2021.06.004.
Panjaitan, E.L.V. (2019) ‘Analisis Faktor -Faktor Yang Mempengaruhi Keputusan Pembelian Makanan Cepat Saji KFC Pematangsiantar’, Manajemen Jurnal Ekonomi [Preprint].
Permatasari, G.A. (2021) ‘The Influence of Brand Image and Product Innovation on Purchasing Decision of Kopi Kenangan at Tunjungan Plaza Surabaya’, Jurnal Ekonomi, 21(1). doi:10.29138/je.v21i1.131.
Purnama, A.H. and Permatasari, I.R. (2018) ‘Pengaruh promosi dan harga terhadap keputusan pembelian (studi pada industri batik namira pekalongan)’, Akutansi Dan Ekonomi Bisnis Jurnal Aplikasi Bisnis, 4(1).
Purnomo, F.Y. and Radityo, S.D. (2021) ‘Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pada Toko Buku Karisma Balikpapan’, Madani Accounting And Management Journal, 7(1). doi:10.51882/jamm.v7i1.22.
Sholikhah, Y. (2015) ‘Analisis Faktor Yang Mempengaruhi Keputusan Pembelian Makanan Cepat Saji KFC Lamongan’, Jurnal Pendidikan Tata Niaga, 3(2), pp. 1–10. doi:10.1017/CBO9781107415324.004.
Staniewski, M. and Awruk, K. (2022) ‘The influence of Instagram on mental well-being and purchasing decisions in a pandemic’, Technological Forecasting and Social Change, 174. doi:10.1016/j.techfore.2021.121287.
Sudiyarto, S. (2005) ‘Model Perilaku Konsumen Terhadap Produk Makanan Cepat Saji (Fast Food) Dan Makanan Tradisional’, Rekapangan : Jurnal Teknologi Pangan, 2(1), pp. 31–42.
Sumarwan, U. (2003) Perilaku Konsumen. Pertama. Edited by Risman Sukumbang. Bogor: Ghalia Indonesia.
Sumarwan, U. et al. (2013) Riset Pemasaran dan Konsumen Seri 3.
Sumarwan, U. (2015) Pemasaran Strategik. 1st edn. Edited by U. Sumarwan. Bogor: IPB Press.Sumarwan, U. et all (2012) Riset Pemasaran dan konsumen seri 2. Bogor.
Sumarwan, U. et all (2014) Metode Riset Bisnis dan Konsumen. 2nd edn, IPB Press. 2nd edn. Edited by U. Sumarwan. Bogor: IPB Press.Suratmiyati, S. and Anggoro, Y. (2020) ‘Pengaruh harga dan lokasi terhadap keputusan pembelian produk jasa’, Management and Business Review, 4(1). doi:10.21067/mbr.v4i1.4629.
Yuswohady et al.(2020) ‘Consumer Behaviour New Normal after COVID-19’, Inventure Knowledge, pp. 1–40.
Published
2022-08-10
How to Cite
ADIYANTO, Mochamad Reza; KURRIWATI, Nirma; SETIYARINI, Triana.
Effect of Marketing Mix and Impact of the Covid-19 Pandemic on Decisions to Purchase Fast Food.
JURNAL ADMINISTRASI KANTOR, [S.l.], v. 10, n. 1, p. 23-37, aug. 2022.
ISSN 2527-9769.
Available at: <http://ejournal-binainsani.ac.id/index.php/JAK/article/view/1720>. Date accessed: 08 sep. 2024.
doi: https://doi.org/10.51211/jak.v10i1.1720.
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Articles
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