Authors :
Sarsa Surya Rizkita; Aries Susanty; Hery Suliantoro; Naniek Utami Handayani
Volume/Issue :
Volume 8 - 2023, Issue 8 - August
Google Scholar :
https://bit.ly/3TmGbDi
Scribd :
https://tinyurl.com/4pbfaxwv
DOI :
https://doi.org/10.5281/zenodo.8330741
Abstract :
Covid-19 pandemic that occurred first
outbreak in 2020 has had so many impacts to people’s
lives. One of them is the impact on the economy which
causes a decrease in consumer buying ability or purchase
power. Daily basic needs and health products are
prioritized, but in the other hand, the fact show that
electronic product, especially air purifier actually had
increased sales during pandemic. This is because public
awareness of the importance of clean and healthy indoor
air quality has increased. Air purifier is an electronic
appliances that functions to filter the air in the room
(indoor air). Based on this, this research would like to
examine about what factors influence consumer behavior
in purchasing decisions for air purifier products. The
factors studied are the marketing mix which includes
product, price, place and promotion. The statistical test
used in data processing is logistic regression to see how
the decision to buy or not to buy is associated with
marketing mix. Furthermore, the finding of the analysis,
the results of the factors that have a big influence are
product which the appearance / design of the air purifier,
and features that equipped on the air purifier. The price
variable is an attractive offer such as a discount or
cashback, for a place, which is an offer of convenience in
a store location that provides an air purifier, so that it is
further expanded for distribution route, and for
promotional variables, the importance of store sales
promoters to be able to serve and provide product
information to consumers. The results of this analysis are
used as information for brand marketing or strategies for
electronic and e-commerce stores to highlight points that
become consumers' attractiveness and consideration in
purchasing an air purifier. So that in the future there can
be continued improvement in marketing strategies to
increase sales of air purifier products.
Keywords :
Consumer Behaviour, Logistic Regression, Marketing Mix.
Covid-19 pandemic that occurred first
outbreak in 2020 has had so many impacts to people’s
lives. One of them is the impact on the economy which
causes a decrease in consumer buying ability or purchase
power. Daily basic needs and health products are
prioritized, but in the other hand, the fact show that
electronic product, especially air purifier actually had
increased sales during pandemic. This is because public
awareness of the importance of clean and healthy indoor
air quality has increased. Air purifier is an electronic
appliances that functions to filter the air in the room
(indoor air). Based on this, this research would like to
examine about what factors influence consumer behavior
in purchasing decisions for air purifier products. The
factors studied are the marketing mix which includes
product, price, place and promotion. The statistical test
used in data processing is logistic regression to see how
the decision to buy or not to buy is associated with
marketing mix. Furthermore, the finding of the analysis,
the results of the factors that have a big influence are
product which the appearance / design of the air purifier,
and features that equipped on the air purifier. The price
variable is an attractive offer such as a discount or
cashback, for a place, which is an offer of convenience in
a store location that provides an air purifier, so that it is
further expanded for distribution route, and for
promotional variables, the importance of store sales
promoters to be able to serve and provide product
information to consumers. The results of this analysis are
used as information for brand marketing or strategies for
electronic and e-commerce stores to highlight points that
become consumers' attractiveness and consideration in
purchasing an air purifier. So that in the future there can
be continued improvement in marketing strategies to
increase sales of air purifier products.
Keywords :
Consumer Behaviour, Logistic Regression, Marketing Mix.
