Determinan Keputusan Pembelian Produk Green Label Berdasarkan Green Product Dan Getok Tular

Padmalia, Metta

doi:10.28932/jmm.v17i2.795

Cited by 2 publications

(1 citation statement)

References 4 publications

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“…According to Wardiah (2003), the primary consideration that needs to be considered in marketing a product is that the product to be produced can follow the wants and needs of the market one of the efforts to find out how consumers like a product are by analyzing consumer preferences. According to Kotler and Keller (2012), consumer preferences are the tendency from the consumer's point of view to like a product and be considered when deciding to buy.…”

Section: Conjoint Analysismentioning

confidence: 99%

Consumer Preferences and Sugar Marketing Strategy By Stated-Owned Enterprise Plantations in North Sumatra

Sari,

Zulbainarni,

Harianto

2023

jma

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Sugar is a commodity that recreates a valuable role in the daily consumption of Indonesian. This study aims to determine the attributes and combinations that influence consumer preferences in buying branded white crystal sugar and the marketing strategies that can be applied in marketing Walini sugar at PT. Perkebunan Nusantara II. Analysis of consumer preferences in this study using the conjoint analysis method. Meanwhile, the marketing strategy analysis uses the A'WOT method. Based on the conjoint analysis results, it was concluded that the most important attribute in evaluating consumers' interest in branded white crystal sugar is color. Subsequently, the best combinations of attributes that consumers favored were obtained, namely white color, selling points in minimarkets, sales promotions in the form of discounts/coupons/gifts, vibrant and attractive packaging, slight sugar texture, and sugarcane's aroma. Furthermore, based on the results of the A'WOT analysis, seven alternative marketing strategies were obtained. The priority strategy with the highest weighted value is expanding the cooperation network with potential distributor agents.

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Section: Conjoint Analysismentioning

confidence: 99%

Consumer Preferences and Sugar Marketing Strategy By Stated-Owned Enterprise Plantations in North Sumatra

Sari,

Zulbainarni,

Harianto

2023

jma

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Weakened Patient Loyalty Model at Beauty Clinics: Based on Variety Seeking Behavior, Dissatisfaction, Negative WOM and Brand Switching

Astuti

Santoso

2020

SHS Web Conf.

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The purpose of this study was to design the Weakened Loyalty model through Variety Seeking Behavior, Dissatisfaction, Negative WOM and Brand Switching. The sample in this study was a patient of a beauty clinic who did treatment for one year or more and had moved from another clinic. The sample used was 173 respondents. Data analysis using Structural Equation Modeling with PLS approach. The data meets convergent validity and composite reliability. The results of the analysis prove that negative WOM, variety seeking behavior and dissatisfaction are factors that have the potential to weaken loyalty, because these three variables have a significant direct effect on brand switching. However, it does not directly affect patients to really weaken loyalty. Dissatisfaction can mediate relationship between Negative WOM and Brand Switching.

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Determinan Keputusan Pembelian Produk Green Label Berdasarkan Green Product Dan Getok Tular

Cited by 2 publications

References 4 publications

Consumer Preferences and Sugar Marketing Strategy By Stated-Owned Enterprise Plantations in North Sumatra

Consumer Preferences and Sugar Marketing Strategy By Stated-Owned Enterprise Plantations in North Sumatra

Weakened Patient Loyalty Model at Beauty Clinics: Based on Variety Seeking Behavior, Dissatisfaction, Negative WOM and Brand Switching

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