Prioritas Strategi Pemasaran Berdasarkan Persepsi Konsumen Dalam Keputusan Pembelian Smartphone Xiaomi Menggunakan Metode Analytical Hierarchy Process (AHP)
- Ariska Dian Novarianti Universitas Nusa Puta, Sukabumi, Indonesia
-
Gustian Djuanda
*
Universitas Nusa Putra, Sukabumi,
Indonesia
(*) Corresponding Author
Abstract
Smartphones have become one of the primary goods in almost everything we do which has an impact on the increasing needs of consumers. These conditions make many companies create smartphone products that are more up-to-date according to consumer needs. To support all the needs of consumers, many smartphone companies continue to develop their smartphone products and Xiaomi is one of the smartphone companies from China that takes part in enlivening the smartphone market. This research was conducted to find out what factors and sub-factors are the main priorities in the marketing mix strategy towards the purchase decision of Xiaomi smartphones, so that they can be used as input in the preparation of Marketing Strategies in the future. This respondent is a smartphone buyer based on the opinion that consumer perceptions are able to influence consumer decisions and produce purchases. For this reason, the priority of marketing strategy should be based on the perception of consumers who are real buyers of a product. Data processing uses the Analytical Hierarchy Process (AHP) method. The results of this study indicate that the factors in the priority elements of the marketing strategy that are the top priority for the decision to purchase Xiaomi smartphones in a row include promotions with a percentage value of 32%, prices with a percentage value of 31%, products with a percentage value of 25% and places with a value of 25%. the percentage of 12%. The product sub-factor that becomes the main priority is product quality (0.35). The sub-factor on the price that becomes the main priority is discount (0.39). The sub-factor in promotion that becomes the main priority is advertising (0.32). The subfactor for the product that becomes the main priority is the logistics channel (0.41).
Downloads
References
Ahmad Abdul Chamid1*, A. C. M. (2017). Kombinasi Metode Ahp Dan Topsis Pada Sistem Pendukung Keputusan. Ahmad Abdul Chamid1*, Alif Catur Murti1, 115–119.
Ardi Kurniawan. (n.d.). Bauran pemasaran terhadap keputusan pembelian smartphone xiaomi pada masyarakat jember. Repository.Unmuhjember.Ac.Id. Retrieved from http://repository.unmuhjember.ac.id/12641/10/10. ARTIKEL.pdf
Atmoko, T. P. H. (2018). Strategi Pemasaran Untuk Meningkatkan Volume Penjualan Di Cavinton Hotel Yogyakarta. Journal of Indonesian Tourism, Hospitality and Recreation, 1(2), 83–96. https://doi.org/10.17509/jithor.v1i2.13769
Cookson, M. D., & Stirk, P. M. R. (2019). Populasi dan Sampel. 39–55.
Darko, A., Chan, A. P. C., Ameyaw, E. E., Owusu, E. K., Pärn, E., & Edwards, D. J. (2019). Review of application of analytic hierarchy process (AHP) in construction. International Journal of Construction Management, 19(5), 436–452. https://doi.org/10.1080/15623599.2018.1452098
Fotiadis, A., & Mombeuil. (2018). Designing and implementing a marketing plan. The Emerald Handbook of Entrepreneurship in Tourism, Travel and Hospitality: Skills for Successful Ventures, 297–311. https://doi.org/10.1108/978-1-78743-529-220181023
Intan Rakhmayanti Dewi. (2022). Samsung, Xiaomi & Vivo Minggir Dulu, Ini Dia Raja HP di RI. CNBC Indonesia. Retrieved from https://www.cnbcindonesia.com/tech/20220325131237-37-326014/samsung-xiaomi-vivo-minggir-dulu-ini-dia-raja-hp-di-ri
Ismawati, C. (2020). Penerapan Strategi Promotion Mix Monas Laundry. Universitas Internasional Batam UIB Repository, (2012), 6–21.
Išoraitė, M. (2016). Marketing MIX Theoretical Aspects.
Junaidi, R., & Susanti. (2017). Pengaruh Gaya Kepemimpinan Dan Budaya Organisasi Terhadap Kinerja Pegawai Pada Uptd Baltekkomdik Dinas Pendidikan Provinsi Sumatera Barat. Jurnal Manajemen Dan Informasi, 2(3), 13.
Lahtinen. (2020). Long live the marketing mix . Testing the e ff ectiveness of the commercial marketing mix in a social marketing context. 10(3), 357–375. https://doi.org/10.1108/JSOCM-10-2018-0122
Mahendra, I., & Putri, P. K. (2019). Implementasi Metode Analytical Hierarchy Process (Ahp) Dalam Sistem Pendukung Keputusan Pembelian Rumah Di Kota Tangerang. Jurnal Teknoinfo, 13(1), 36. https://doi.org/10.33365/jti.v13i1.238
Merabet, A. (2020). The Effect of Country‐of‐Origin Image on Purchase Intention. The Mediating Role of Perceived Quality and Perceived Price. European Journal of Business and Management Research, 5(6), 38–49. https://doi.org/10.24018/ejbmr.2020.5.6.589
Nurunnisha, G. A., Pratama, R. W., & ... (2020). Promotion and Product Quality in Determining Purchase Decision Smartphone Xiaomi. International Journal of …, (December). Retrieved from https://www.researchgate.net/profile/Gina-Nurunnisha/publication/356640934_PROMOTION_AND_PRODUCT_QUALITY_IN_DETERMINING_PURCHASE_DECISION_SMARTPHONE_XIAOMI/links/61a624de85c5ea51abbd3073/PROMOTION-AND-PRODUCT-QUALITY-IN-DETERMINING-PURCHASE-DECISION-SMART
P., I. M. I., Husniadi, S.E., M. ., Siti Akmalia, S.Pd., M. ., Dr. A A Musyaffa, M. P., Djuanda, A. P. D. G., Dr. Dwi Irawati, S.E., M. S., … Dr.Tuti Khairani Harahap, S.Sos, M. S. (2021). PENGANTAR MANAJEMEN.
Panova, T., & Carbonell, X. (2018). Is smartphone addiction really an addiction ? 7(2), 252–259. https://doi.org/10.1556/2006.7.2018.49
Puspita. (2019). Pengaruh inovasi produk dan harga terhadap keunggulan bersaing berkelanjutan pada pengguna smartphone xiaomi redmi. 3–6.
Rout, D. (2022). A Study on Xiaomi Mobile Phone Marketing Mix Strategy in Odisha. (March). https://doi.org/10.35629/5252-0403938944
Yan, & Leong. (2019). The e-commerce performance of internet of things (IoT) in disruptive innovation: Case of Xiaomi. ACM International Conference Proceeding Series, 188–192. https://doi.org/10.1145/3374549.3374557
Bila bermanfaat silahkan share artikel ini
Berikan Komentar Anda terhadap artikel Prioritas Strategi Pemasaran Berdasarkan Persepsi Konsumen Dalam Keputusan Pembelian Smartphone Xiaomi Menggunakan Metode Analytical Hierarchy Process (AHP)
Pages: 215-224
Copyright (c) 2022 Ariska Dian Novarianti, Gustian Djuanda
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).
