Peran Customer Value Pada Buzz Marketing, Price, Product Differentiation Terhadap Repurchase Decision Di Gerai Mixue Mojosari
DOI:
https://doi.org/10.37385/msej.v4i5.2604Keywords:
buzz marketing, price, product differentiation, customer value, repurchase decisionAbstract
Penelitian ini bertujuan untuk mengetahui hasil uji Peran Buzz Marketing terhadap Customer Value Mixue Ice Cream & Tea Mojosari, Peran Price terhadap Customer Value Mixue Ice Cream & Tea Mojosari, Peran Product Differentiation terhadap Customer Value Mixue Ice Cream & Tea Mojosari, Peran Customer Value terhadap Repurchase Decision Mixue Ice Cream & Tea Mojosari, Peran Buzz Marketing terhadap Repurchase Decision Mixue Ice Cream & Tea Mojosari, Peran Price terhadap Repurchase Decision terhadap Mixue Ice Cream & Tea Mojosari, Peran Product Differentiation terhadap Repurchase Decision Mixue Ice Cream & Tea Mojosari, Peran Buzz Marketing terhadap repurchase Decision melalui Customer Value, peran Price terhadap Repurchase Decision melalui Customer Value, peran Product Differentiation terhadap Repurchase Decision melalui Customer value Mixue Ice Cream & Tea Mojosari.Metode penelitian yang digunakan adalah metode kuantitatif deskriptif dengan menggunakan alat analisis SEM-PLS 4.0 untuk mengukur hasil dari Buzz Marketing , Price, dan Differentiation sebagai variabel independent, Repurchase Decision sebagai variabel dependen dan Customer Value sebaagai variabel intervening. Penelitian ini menggunakan analisis deskriptif dengan 100 responden. Teknik pengambilan sampel menggunakan teknik non probability sampling dengan jenis purposive sampling yang merupakan teknik pengambilan sampel berdasarkan kriteria tertentu yaitu pelanggan Mixue Ice Cream & Tea Mojosari yang telah melakukan pembelian lebih dari dua kali. Hasil penelitian ini menunjukkan bahwa variabel Buzz marketing berpengaruh langsung terhadap Customer Value, Customer value berpengaruh langsung terhadap Repurchase decision, Price berpengaruh langsung terhadap Customer Value dan Product differentiation berpengaruh langsung terhadap Customer value.
References
Agus, T., & Wiwaha, A. (2019). Pengaruh Diferensiasi Produk Dan Bauran Promosi Terhadap Keputusan Pembelian Pada Konsumen Goodtea Di Gajahmada Plaza. 2, 26–33
Alan Wilson, Valarie Zeithaml, Mary Jo Bitner, D. G. (2016). Services Marketing: Integrating Customer Focus Across the Firm. In bukukita.com (third euro)
Alfina Ardi, P. (2022). Pengaruh Diferensiasi Produk Terhadap Nilai Pelanggan E-Commerce Bukalpak Di Wilayah Bekasi Timur [unsada]. In repository.unsada.ac.id. http://repository.unsada.ac.id/id/eprint/4915
Amron, A. (2018). The Influence of Brand Image, Design, Feature, and Price on Purchasing Decision of Apple iOS Smartphone in Surakarta, Indonesia. International Journal of Social Sciences and Humanities Invention, 5(12), 5187–5191. https://doi.org/10.18535/ijsshi/v5i12.15
Cindy Mutia Annur. (2022). Mixue Punya Gerai Terbanyak ke-5 di Dunia, BurgerKingKalah.Databoks.Katadata.Co.Id.https://databoks.katadata.co.id/datapublish/2022/12/29/mixue-punya-gerai-terbanyak-ke-5-di-dunia-burger-king-kalah
Constrained, S., Hashing, D., Transactions, I., & Processing, I. (2019). BIROn - Birkbeck Institutional Research Online BIROn - Birkbeck Institutional Research Online. Tip, 23, 71–84.
Empiris & Manufaktur, (2016)Falkheimer, J., Heide, M., Alm, L., & Bengtsson, M. (2007). Word-of-mouth marknadsföring.
Fawzi, M. G. H., Iskandar, A. S., Erlangga, H., Nurjaya, & Sunarsi, D. (2022). Strategi Pemasaran Konsep, Teori dan Implementasi. In Pascal Books. http://repository.ibs.ac.id/id/eprint/4973
ficca ayu. (2023). Daftar Harga Menu Mixue Ice Cream & Tea, Mulai dari Rp 8 Ribuan Aja, Es Krim Viral di Media Sosial Artikel ini telah tayang di TribunMadura.com dengan judul Daftar Harga Menu Mixue Ice Cream & Tea, Mulai dari Rp 8 Ribuan Aja, Es Krim Viral di Media Sosial. Tribunmadura.Com. https://madura.tribunnews.com/2023/01/02/daftar-harga-menu-mixue-icecream-tea-mulai-dari-rp-8-ribuan-aja-es-krim-viral-di-media-sosial
Fikri Rachmad Ardi. (2022). Mixue Ice Cream & Tea. Id.Wikipedia.Org.https://id.wikipedia.org/wiki/Mixue_Ice_Cream_%26_Tea
Gawik Setiawan1, E. N. R. K. (2021). Pengaruh Buzz Marketing dan Brand Ambassador Terhadap Purchase Decision Dengan Brand Awareness Sebagai Variabel Intervening. Jurnal Ilmiah Manajemen, 2.
Gandhy, A., & Hairuddin, J. A. (2018). Analysis of Promotion and Product Differentiation of Jukajo on Consumer Purchase Decision. Binus Business Review, 9(1), 9.https://doi.org/10.21512/bbr.v9i1.3901
Ginting, Y. M., Moses, A., Sinaga, R., & Nainggolan, R. D. (2022). SEIKO?: Journal of Management & Business Analysis The Influence Of Digital Marketing, Product Differentiation, Customer Value, Service Quality To Purchase Decision And Repurchase Intention Of Millenial Generation At Shopee Online Shop. SEIKO?: Journal of Management & Business, 4(3), 134–153.https://doi.org/10.37531/sejaman.v4i3.2527
Harahap, D. A., Hurriyati, R., Gaffar, V., & Amanah, D. (2018). The Effect of Location and Products Completeness to Consumer Buying Decision of Small and Medium Enterprise Market. August 2017, 30–33. https://doi.org/10.5220/0007114200300033
Hair, J. F., Harrison, D. E., & Risher, J. J. (2018). Marketing research in the 21st century: Opportunities and challenges. In Revista Brasileira de Marketing (Vol. 17, Issue 5).https://doi.org/10.5585/bjm.v17i5.4173
Hartati. (2023). Mixue Mookerto! Daftar Harga Ice Cream Mixue 2023 di Kota Mojokerto, Menu Best Seller! Cilacapupdate.Com. https://cilacap.pikiran-rakyat.com/ragam/pr-2396291302/mixue-mojokerto-daftar-harga-ice-cream-mixue-2023-di-kota-mojokerto-menu-best-seller
Hadinata, P. (2014). Strategi Harga Dalam Menentukan Nilai Pelanggan Dan Implikasinya Terhadap Proses Keputusan Pembelian Action Figures Pelanggan Multi Toys N Game Bandung. Repository.Widyatama.Ac.Id. http://localhost:8080/xmlui/handle/123456789/3682
Ignacio Geordi Oswaldo. (2023). Kenapa Harga Es Krim Mixue Bisa Murah? Ini Jawabannya. Finance.Detik.Com. https://finance.detik.com/berita-ekonomi-bisnis/d-6508600/kenapa-harga-es-krim-mixue-bisa-murah-ini-jawabannya
Johari, M., & Supriyono, S. (2021). Pengaruh Diferensiasi Produk dan Citra Merek Terhadap Keputusan Pembelian Sepatu Bata (Studi Pada Bata Plaza Surabaya). Al-Kharaj?: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 4(3), 745–755. https://doi.org/10.47467/alkharaj.v4i3.721
Kamarudin, Fakarudin; Amin Nordin, Bany Ariffin; Nasir, A. M. (2013). Price Efficiency And Returns To Scale Of Banking Sector In Gulf Cooperative Council Countries: Empirical Evidence From Islamic And Conventional Banks. Ebsco. https://web.s.ebscohost.com/abstract?direct=true&profile=ehost&scope=site&authtype=crawler&jrnl=0424267X&AN=91026060&h=cqMhvxMppI8zddMdKvwkwlWTRQ6b%2BEDQS%2FaGTMVhgbDt%2FsO0dah0EKdciUrUqEVZHW1VqY5neNeRC%2B%2BlHpCOJg%3D%3D&crl=c&resultNs=AdminWebAuth&resultLocal=ErrCrlNotAuth&crlhashurl=login.aspx%3Fdirect%3Dtrue%26profile%3Dehost%26scope%3Dsite%26authtype%3Dcrawler%26jrnl%3D0424267X%26AN%3D91026060
Kawohan, A. Y., Tumbel, T. M., & Walangitan, O. (2021). Strategi Pemasaran Café & Resto D’Talaga Desa Wioi pada Masa Pandemi Covid-19. Productivity, 2(3), 176–181.
Khairuzzaman, M. Q. (2016). No Title 4(1), 64–75.
Kotler, P. (2000). Managing and Delivering Marketing Programs. Marketing Management: The Millennium Edition, 1–456. www.pearsoncustom.com
Kotler, P. (2008). Managemen pemasaran, jilid 1. PT Indeks Kelompok Gramedia, 1(Cara memanage pemasaran), 1. http://jurnal.unpad.ac.id/sosiohumaniora/article/view/12249/6227
Kotler, P. (2013). The Lee Kong Chian School of Business Term 2. 1–4Kosalim, V., Goh, T. S., & Margery, E. (2019). Pengaruh Differensiasi Produk Dan Citra Merek Terhadap Minat Beli Konsumen Pada Pt Parewa Aero Catering Medan. Jurnal Bisnis Kolega, 5(1), 53–65. https://ejournal.pmci.ac.id/index.php/jbk/article/view/31
Kristiawati, I., GS, A. D., Sari, A. H., & Kusyanto, H. (2019). Ani Herna Sari , Heri Kusyanto 4 3 3. 06(02), 27–36.
Larika, Winda?; Ekowati, S. (2020). Jurnal Manajemen Modal Insani Dan Bisnis (JMMIB)e-ISSN 2723-424X ||Volume||1||Nomor||1||Juli ||2020|| Website: www. jurnal.imsi.or.id. Jurnal Manajemen Modal Insani Dan Bisnis (JMMIB)e-ISSN 2723-424X, 128–136.
Leila, C., & Abderrazak, G. (2013). The Impact of the Effectiveness of a Buzz Marketing Campaign on the Image, Awareness and Purchasing Decision: The Moderating Role of Involvement. Journal of Marketing Research and Case Studies, 2013, 1–8. https://doi.org/10.5171/2013.584547
Li, B. (2022). Analyzing the Phenomenon of the Increase of Brand Awareness of Mixue Ice Cream & Tea in Chinese Market through Para-social Interactivity Theory. In BCP Business & Management WTED (Vol. 2022).
Li, J., Zhao, H., & Zheng, Y. (2022). The Analysis on Strategies of Building Enterprises’ Brand Image Under the Background of Rising Network Stream Media Platform. Proceedings of the 2022 8th International Conference on Humanities and Social Science Research (ICHSSR 2022), 664(Ichssr), 1071–1077. https://doi.org/10.2991/assehr.k.220504.195
Ma, C. M., Hong, G. B., & Wang, Y. K. (2020). Performance evaluation and optimization of dyes removal using rice bran-based magnetic composite adsorbent. Materials, 13(12), 1–18.https://doi.org/10.3390/ma13122764
Mixue Indonesia. (2023). MIXUE INDONESIA. Www.Instagram.Com. https://www.instagram.com/mixueindonesia/?hl=id
Mixue.(2023).mixueindonesia.Www.Tiktok.Com.https://www.tiktok.com/@mixueindonesia
Mohr, I. (2017). Managing Buzz Marketing in the Digital Age. Journal of Marketing Development and Competitiveness, 11(2), 10–16.
Nasution, A. E., & Lesmana, M. T. (2018). Pengaruh Harga dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen(Studi Kasus pada Alfamart di Kota Medan). Prosiding Seminar Nasional Vokasi Indonesia, 1(November), 83–88.Suryawan, D. (2013). Analisa hubungan antara experential marketing, customer satisfaction dan customer loyalty cafe nona manis grand city mall surabaya. Jurnal Strategi Pemasaran, 1(2), 1–10.
Nasution, S. L., Limbong, C. H., & Ramadhan, D. A. (2020). Pengaruh Kualitas produk, Citra Merek, Kepercayaan, Kemudahan, dan Harga Terhadap Keputusan Pembelian pada E-Commerce Shopee (Survei pada Mahasiswa S1 Fakultas Ekonomi Jurusan Manajemen Universitas Labuhan Batu). Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 7(1), 43–53. https://doi.org/10.36987/ecobi.v7i1.1528
Perwira, B., Yulianto, E., & Kumadji, S. (2016). Pengaruh E-Service Quality dan Perceived Value Terhadap Kepuasan Pelanggan dan Loyalitas Pelanggan. Jurnal Administrasi Bisnis, 38(2), 46–54.
prof. dr. sugiyono. (2018). Metode penelitian kuantitatif (M. P. Setiyawami, S.H. (ed.); 2018th ed.).
Prisca Devina. (2022). Ungkap Sosok di Balik Mixue yang Viral di Media Sosial. Beritajatim.Com. https://beritajatim.com/ragam/ungkap-sosok-di-balik-mixue-yang-viral-di-media-sosial/
Putri, N. D. P. D., Novitasari, D., Yuwono, T., & Asbari, M. (2021). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan. Journal Of Communication Education, 15(1), 1267–1283. https://doi.org/10.58217/joce-ip.v15i1.226Ratih Ika Wijayanti. (2023). Awal Mula Berdirinya Mixue, Franchise Es Krim yang Cabanganya Menjamur di Indonesia. IDXChannel.Com. https://www.idxchannel.com/milenomic/awal-mula-berdirinya-mixue-franchise-es-krim-yang-cabanganya-menjamur-di-indonesia
Rahmawaty, P. (2014). Pengaruh Brand Image, Kualitas Produk, Harga Terhadap Keputusan Pembelian Konsumen Sari Roti. Jurnal Ilmu Manajemen, 11(2), 82–89. https://doi.org/10.21831/jim.v11i2.11788Watriningsi, W., & Carlos, A. S. (2021). Pengaruh kualitas produk, harga, dan promosi terhadap keputusan pembelian kendaraan bermotor. Jurnal Manajemen Dan Bisnis, 1(1), 14–26.
Rizky Tia. (2022). Opini Warganet Terhadap Ice Cream Mixue yang Tengah Viral. Analysis.Netray.Id. https://analysis.netray.id/opini-warganet-soal-ice-cream-viral-mixue
Saputri, I. A. (2016). No Title. Revista CENIC. Ciencias Biológicas, 152(3), 28. file:///Users/andreataquez/Downloads/guia-plan-de-mejora-institucional.pdf%0Ahttp://salud.tabasco.gob.mx/content/revista%0Ahttp://www.revistaalad.com/pdfs/Guias_ALAD_11_Nov_2013.pdf%0Ahttp://dx.doi.org/10.15446/revfacmed.v66n3.60060.%0Ahttp://www.cenetec.
Sahetapy, J. P. (2013). Diferensiasi Produk, Strategi Merek, Pengaruhnya Terhadap Keputusan Pembelian Meubel UD Sinar Sakti Manado. Emba, 1(3), 411–420.
Shugan, S. M., & Xie, J. (2000). Advance Pricing of Services and Other Implications of Separating Purchase and Consumption. Journal of Service Research, 2(3), 227–239.https://doi.org/10.1177/109467050023001
Widiyanto, Ibnu. (2008). Pointers Metodologi Penelitian. Badan Penerbit Universitas Diponegoro. Semarang
Sugianto, et al. (2019). Pengaruh Kualitas Produk, Harga, Dan Promosi Terhadap Keputusan Pembelian Lampu Shinyoku Di CV. Sinar Abadi Pekanbaru. Procuration: Jurnal Ilmiah Manajemen, 7(2), 174–184.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
Taringan, B. I., Lapian, S. L. . J., & Tampenawas, J. L. . (2022). Pengaruh Diferensiasi Produk, Harga Dan Fasilitas Terhadap Keputusan Pembelian Pada Cafe Saroha Di Kota Manado. Jurnal Emba, 10(1), 491–499.
Tim Redaksi. (2023). Mixue, Waralaba Es Krim China yang Sedang Panas di Indonesia. Voi.Id. https://voi.id/bernas/260687/mixue-waralaba-es-krim-china-yang-sedang-panas-di-indonesia#:~:text=Mixue%2C Waralaba Es Krim China yang Sedang Panas di Indonesia,-06 Mar 2023&text=Contohnya Mixue Ice Cream %26 Tea,keuntungan lebih dengan menjadi franchisee
Triana Novitasari. (2022). Bikin Nagih! Ini Dia 6 Best Seller Mixue Ice Cream yang Wajib Kamu Coba! Yoursay.Id. https://yoursay.suara.com/ulasan/2022/12/28/145442/bikin-nagih-ini-dia-6-best-seller-mixue-ice-cream-yang-wajib-kamu-coba
Triandewi, E., & Tjiptono, F. (2014). Ketepatan dan Kesalahan Persepsi Konsumen Terhadap Pionir dan Pemimpin Pasar. Jurnal Manajemen Dan Bisnis Indonesia, Vol 1 No 2(Vol 1 No 2 (2014): Jurnal Manajemen Bisnis Indonesia-Edisi Februari 2014).https://fmi.or.id/jmbi/index.php/jurnal/article/view/21
Widjaja, Y. R., & Alexandra, R. (2019). the Impact of Viral Marketing on Consumer Interest on Indihome Product. Jurnal Apresiasi Ekonomi, 7(1), 103–107. https://doi.org/10.31846/jae.v7i1.141
Wulansari, A. (2013). Pengaruh Brand Trust dan Perceived Quality terhadap Keputusan Pembelian Ulang Produk Sari Roti (Studi Pada Konsumen di Perumahan Gresik Kota Baru, Manyar Gresik). Jurnal Ilmu Manajemen, 1(2), 388–401.
Yuanita SH. (2013). Sukses dan Viral di Indonesia, Intip 6 Strategi Bisnis Mixue Ini! Sinar Harapan.Co. https://www.sinarharapan.co/ekonomi/pr-3856492625/sukses-dan-viral-di-indonesia-intip-6-strategi-bisnis-mixue-ini
Yuva-Aydemir, Y., Almeida, S., Krishnan, G., Gendron, T. F., & Gao, F. B. (2019). Transcription elongation factor AFF2/FMR2 regulates expression of expanded GGGGCC repeat-containing C9ORF72 allele in ALS/FTD. Nature Communications, 10(1). https://doi.org/10.1038/s41467-019-13477-8
Zhao, J. (2022). Marketing Strategy and the U.S. Market Based on the Performances of Existing Chinese Milk Tea Brands. Highlights in Business, Economics and Management, 2, 289–296.https://doi.org/10.54097/hbem.v2i.2375