The Influence Of Marketing Mix On Usage Decision Of Auto Clean Waterless Car Wash Services

Tegar Graha Adiwiguna, Megawati Simanjuntak, Kirbrandoko -

Abstract


Increasing the number of vehicles makes a great business opportunity for car wash services. AutoClean Waterless is a company engaged in car wash services that utilise innovation by using special fluids so that it saves water. The problem faced by AutoClean in Bogor City is AutoClean’s sales have not been stable because there is still a decrease in transaction and termination of partners. Sample in this research were 185 respondents. Data were analysed using descriptive analysis and SEM LISREL. The result of this research shows that consumer use behaviour is influenced by weather, priority factors in using car wash services are quality, price, ease for access, and customers more often come to outlets that are not in the mall and majority customers use silver packages. Consumer perception of AutoClean innovation shows that innovation is one of the most essential factors in usage decisions of the consumer. The marketing mix (7P) has a significant influence on usage decisions. Marketing strategies to increase sales in AutoClean Waterless can be applied by making AutoClean customer segmentation based on customer characteristics. Then the company can make priority targets  following following predetermined segmentation. Next, AutoClean can make positioning by looking at the priority factors when customers choose car wash services, such as quality, price and ease of access

Keywords


7P, AutoClen Waterless, marketing mix, SEM LISREL, usage decision

Full Text:

PDF

References


Amofah, O., Gyamfi, I., & Tutu, C. O. (2016). The influence of service marketing mix on consumer choiceof repeat purchase of restaurant in Kumasi, Ghana. Europan Journal of Businessand and Management, 8(11), 102-112.

Arthur, K. M., Asmara, A., & Simanjuntak, M. (2019). The effect of marketing mix on “KPR xtra bebas” decision making in Bank x Regional I. Journal of Consumer Sciences, 4(1), 1-12.

Dessy, A., Simanjuntak, M., & Amanah, S. (2019). Determination of student decision factors in choosing study programs in the faculty of public health at Andalas University, Indonesia. RJOAS, 7(91), 46-57.

Fajri, D. A., Arifin, Z., & Wilopo. (2013). Pengaruh pengaruh bauran pemasaran jasa terhadap keputusan menabung (survei pada nasabah Bank Muamalat Cabang Malang). Jurnal Administrasi Bisnis, 6(2), 1-10.

Fasha, R. (2017). Pengaruh bauran pemasaran terhadap keputusan pembelian retailer dalam pembelian produk motul di Jabodetabek. [Tesis], Institut Pertanian Bogor.

Hasan, S., Wahid, M., & Basalamah, M. S. (2016). Maketing mix effect on the decision of customers in the matter in choosing the home purchase loans in PT BNI 46 Griya BNI (Persero) Tbk Branch Makassar. International Journal of Business and Management Innovation, 5(6), 20-30.

Hamonanga, F. I., Pradhanawati, A., & Prabawani, B. (2017). Pengaruh lokasi, harga dan promosi terhadap keputusan penggunaan layanan jasa laundry (studi kasus pada konsumen simply fresh laundry di Tembalang, Semarang), Jurnal Ilmu Administrasi Bisnis, 6(3), 1-11.

Kusmarini, R. A., Sumarwan, U., & Simanjuntak, M. (2020). The effect of atmosphere perception, perceived value, and hedonic value on consumer loyalty throughthe service quality of warunk upnormal. Indonesian Journal of Business and Entrepreneurship, 6(1), 53-65, DOI: http://dx.doi.org/10.17358/IJBE.6.1.53.

Kusumawati, R.D., Oswari, T., Utomo, R. B., & Kumar, V. (2014). The influence of 7P’s of marketing mix on buying intention of music product in Indonesia. Procedia Engineering, 1765-1771.

Mahmood, R., & Khan, S. M. (2014). Impact of service marketing mixes on customer perception: a study on Eastern Bank Limited, Bangladesh. European Journal of Business and Management, 6(34), 164-167.

Marwa, S., Sumarwan, U., & Nurmalina, R.. (2014). Bauran pemasaran memengaruhi keputusan konsumen dalam pembelian asuransi jiwa individu. Jurnal Ilmu Keluarga dan Konsumen, 7(3), 183-192.

Parmana, Fahmi, I., & Nurrohmat, D. R. (2019). The influence of marketing mix factors in purchasing decision for wooden furniture case of Furnimart Bogor. Indonesia Journal of Business and Entreprenership, 5(1), 54-64.

Peter, J. P., & Olson, J. C. (1999). Perilaku konsumen dan Strategi Pemasaran Ed Ke-4 Jilid Kedua. Damos Sihombing dan Peter Remy Yossi Pasla, penerjemah. Jakarta: Erlangga.

Rahmah, K. (2018). Pengaruh ekuitas merek, bauran pemasaran, dan gaya hidup terhadap keputusan pembelian (studi kasus: maxx Coffeee, Bogor). [Tesis], Institut Pertanian Bogor

Rahman, F. Y., Yuliati, L. N., & Simanjuntak, M. (2019). The influence of marketing mix and word of mouth towards brand image and usage of online bike usage. Indoneisan Journal of Business and Entrepreneurship, 5(3), 287-298

Satit, R. P., Tat, H. H., Rasli, A., Chin, T., & Sukati I. (2012). The relationship between marketing mix and customer decision-making over travel agents: an empirical study. International Journal of Academic Research in Business and Social Sciences, 2(6), 522-530.

Sawitri, N. N. (2012). The influence of marketing mix (8’Ps) on purchasing decision of a life insurance. Advance Science Letters, 4(1-3), 1-8, doi: 10.1166/asl.2012.2049.

Situmorang, A. D., Sumarwan, U., & Simanjuntak, M. (2016). The effect of marketing mix and brand image on customer loyalty at premixed mortar. International Journal of Science and Research, 7(3), 49-57, DOI: 10.21275/ART201821.

Sukotjo, H., & Radix, S. A. (2010). Analisa marketing mix-7P (produk, price, promotion, place, participant, process, dan physical evidence) terhadap keputusan pembelian produk klinik kecantikan teta di Surabaya. Jurnal Mitra Ekonomi dan Manajemen Bisnis, 1(2), 216-228.

Supriatna, D. (2016). Pengaruh bauran pemasaran dan ekuitas merek terhadap keputusan pembelian benih hortikultura cap kapal terbang. [Tesis], Institut Pertanian Bogor.

Suryadi, D. (2011). Promosi Efekktif Menggugah Minat & Loyalitas Pelanggan. Jakarta : PT Suka Buku.

Ulus, A. A. (2013). Bauran pemasaran pengaruhnya terhadap keputusan pembelian mobil Daihatsu pada PT Astra Internasional Manado. Jurnal EMBA, 1(4), 1134-1144.

Wijanto, S.H. (2008). Structural Equation Modeling dengan LISREL: Konsep dan Tutorial. Jakarta: Graha Ilmu.




DOI: https://doi.org/10.21107/jsmb.v8i2.12159

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Tegar Graha Adiwiguna, Megawati Simanjuntak, Kirbrandoko -

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License
Jurnal Studi Manajemen dan Bisnis by Universitas Trunojoyo Madura is licensed under a Creative Commons Attribution 4.0 International License.