Studi Kinerja Pemasaran Edel Cacao: Peran Kualitas Produk dan Harga
DOI:
https://doi.org/10.26740/jim.v8n3.p768-780Keywords:
generalized estimating equation, marketing mix, marketing performance, price, product qualityAbstract
This study aims to investigate the marketing mix impact of product quality and prices on sales performance which is decomposed into the volume of sales, the volume of consumers, and volume bought each consumer, using longitudinal data. This study analyzes the decline sales phenomenon of Edel Cocoa in PT Perkebunan Nusantara XII (Persero) for five years in a row from 2014-2018 through the implementation strategy of product quality and price, with total 253 products sold and 241 consumer purchase transactions. Using three generalized estimating equations method at the real level (α) = 5%. The result indicates that the marketing mix of product quality and prices have a strong impact on sales volume and volume bought each consumer. However, the marketing mix of product quality and prices don't have a significant impact on the volume of consumers. The marketing mix of quality products and prices simultaneous in explaining sales performance is at 14.5% while the remaining 85.5% is explained by other factors not included in this research model.
References
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The International Institute for Sustainable Development. (2019). Global Market Report: Cocoa. (https://www.iisd.org/sites/default/files/publications/ssi-global-market-report-cocoa.pdf, diakses pada 13 Januari 2020)
William, J. Stanton. 2006. Dasar dasar Manajemen. Jakarta: Mandar Maju
Winardi. (2001). Kepemimpinan dalam Manajemen. Jakarta: Raja Grafindo Persada
Allaoui mohammed elhassen, Tidjani chemseddine, O. B. (n.d.). œThe Importance of Training Programs in the Improvement of the Performance of Employees In The Petroleum Companies- Case of Sonatrach Company - The Regional Directorate of BERKAOUI (Ouargla- Algeria) . Saudi Journal of Business and Management Studies, 433445.
Asean Today Team, 2019. Produsen Utama Kakao ASEAN sedang Berjuang untuk Mengatasi Meningkatnya Permintaan untuk Coklat. (https://www.aseantoday.com/2019/06/aseans-top-cocoa-bean-producers-are-struggling-to-cope-with-increasing-demand-for-chocolate/?lang=id, diakses pada 28 Januari 2020)
Basu, Swastha dan Hani Handoko. (2012). Manajemen Pemasaran-Analisis Perilaku Konsumen. Yogyakarta: BPFE
Basu, Swastha dan Irawan. (2008). Manajemen Pemasaran Modern. Yogyakarta: Liberty
Budidharmo, Susanto. (2000). Dasar-Dasar Manajemen Pemasaran. Yogyakarta: CAPS
Dwijayani, H. (2013). Analysis of Effect of Price, Location And Services to Increase Sales Volume. Improving the Quality of Education to Face the Impact of Technology, 1(December), 586588.
Elise Dwi Ratnasari & bel, CNN Indonesia. 2018. Cerita 'Pahit' di Balik Manisnya Cokelat. (https://www.cnnindonesia.com/gaya-hidup/20180706184749-267-312123/cerita-pahit-di-balik-manisnya-cokelat, diakses 6 Desember 2019)
FAO. 2019. Food and Agriculture Organization of The United Nations. (http://www.fao.org/faostat/en/#data/QC/visualize, diakses pada 2 Februari 2020)
Farris, P. W., Bendle, N. T., Pfeifer, P. E., & Reibstein, D. J. (2010). Marketing Metrics, Second Edition The Definitive Guide to Measuring Marketing Performance.
Foxall, G. R. (2009). Consumer behavior analysis. The SAGE Handbook of Marketing Theory, 299315.
Froehle, C. M., Roth, A. V., Chase, R. B., & Voss, C. A. (2000). Antecedents of new service development effectiveness: An exploratory examination of strategic operations choices. Journal of Service Research, 3(1), 317.
Harlan, Johan. (2018). Analisis Data Longitudinal. Depok: Gunadarma
Karam, A. A., Hamo, R. H., Rashid, H. M., Jarjes, D. A., Mohammed, C. S., & Obaid, S. H. (2018). The Effect of Marketing Strategy Implementation on Organization Performance as a Private Business: Case of Cihan University Duhok Camps KRG-Iraq. International Journal of Business Management and Economic Research(IJBMER), 9(3), 12811295.
Kotler, Philip dan Kevin Lane Keller. (2009). Manajemen Pemasaran Edisi 13. Terjemahan Bob Sabran. Jakarta : Erlangga
Kotler, Philip dan Gary Amstrong. (2012). Prinsip-Prinsip Pemasaran Edisi 13 Jilid I. Jakarta: Erlangga
Moekijat. (2000). Kamus Manajemen. Bandung: Mandar Maju
Olasunkanmi, S. (2013). I j c r b. 485496.
Oliveira-castro, J. M., James, V. K., & Foxall, G. R. (2007). COMPARING INTERPURCHASE TIMES ACROSS PRODUCTS AND CONSUMERS. 483500.
Pelham, A. M., & Wilson, D. T. (1996). A longitudinal study of the impact of market structure, firm structure, strategy, and market orientation culture on dimensions of small-firm performance. Journal of the Academy of Marketing Science, 24(1), 2743.
Portal Publik PTPN XII. (2011). PTPN XII, Ekspansi dengan Penuh Inovasi. (http://www.bumn.go.id/ptpn12/berita/1583, diakses 2 Januari 2020)
Porto, R. B., de Oliveira-Castro, J. M., & Seco-Ferreira, D. C. (2011). What consumers say and do: Planned and actual amounts bought in relation to brand benefits. Service Industries Journal, 31(15), 25592570.
Porto, R., & Lima, N. (2015). Nonlinear Impact of the Marketing Mix on Brand Sales Performance. Brazilian Business Review, 12(5), 5777.
PT Perkebunan Nusantara XII. (2019). Edel cacao, Finest Cocoa Variety. (https://ptpn12.com/2019/07/09/kakao-edel-finest-cocoa-variety/, diakses 3 Desember 2020)
PT Perkebunan Nusantara XII (Persero). (2015). Annual Report 2015. Surabaya: PT Perkebunan Nusantara XII (Persero)
PT Perkebunan Nusantara XII (Persero). (2016). Annual Report 2016. Surabaya: PT Perkebunan Nusantara XII (Persero)
PT Perkebunan Nusantara XII (Persero). (2017). Annual Report 2017. Surabaya: PT Perkebunan Nusantara XII (Persero)
PT Perkebunan Nusantara XII (Persero). (2018). Annual Report 2018. Surabaya: PT Perkebunan Nusantara XII (Persero)
Report, G. M. (2010). Global Market Report. Exchange Organizational Behavior Teaching Journal, 62.
Saragih, H. (2017). Analisis Faktor Pendorong Pemasaran Ekspor Dan Pengaruhnya Terhadap Peningkatan Volume Penjualan Pada Pt. Perkebunan Nusantara Ii (Persero) Medan. Jurnal Ilmiah Methonomi, 3(2), 149163.
Sarwono, Jonathan, 2014. Riset Skripsi dan Tesis dengan SPSS 22. Jakarta : PT Elex Media Komputindo
Schroth, G., Läderach, P., Martinez-Valle, A. I., Bunn, C., & Jassogne, L. (2016). Vulnerability to climate change of cocoa in West Africa: Patterns, opportunities and limits to adaptation. Science of the Total Environment, 556, 231241.
Tjiptono, Fandy. (2008). Strategi Pemasaran, Edisi Ketiga. Yogyakarta: Andi Offset
Tjiptono, Fandy dan Gregorius Chandra. (2011). Service, Quality & Satisfaction. Yogyakarta : Andi Offset.
The International Institute for Sustainable Development. (2019). Global Market Report: Cocoa. (https://www.iisd.org/sites/default/files/publications/ssi-global-market-report-cocoa.pdf, diakses pada 13 Januari 2020)
William, J. Stanton. 2006. Dasar dasar Manajemen. Jakarta: Mandar Maju
Winardi. (2001). Kepemimpinan dalam Manajemen. Jakarta: Raja Grafindo Persada
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2020-06-26
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Lestari, R. C. P., & Juniarti, R. P. (2020). Studi Kinerja Pemasaran Edel Cacao: Peran Kualitas Produk dan Harga. Jurnal Ilmu Manajemen, 8(3), 768–780. https://doi.org/10.26740/jim.v8n3.p768-780
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