INOVASI BAURAN PEMASARAN PEOPLE, PROSES, DAN PHYSICAL EVIDENCE: STUDI PRODUK ONLINE


Ferri Kuswantoro(1*), Basri Basri(2), Yayuk Apriani(3), Burhanudin Burhanudin(4)

(1) Universitas Janabadra Yogyakarta, Indonesia
(2) Universitas Janabadra Yogyakarta, Indonesia
(3) Universitas Janabadra Yogyakarta, Indonesia
(4) Universitas Janabadra Yogyakarta, Indonesia
(*) Corresponding Author

Abstract


Dewasa ini produk-produk yang di pasarkan secara on line sudah menjadi awam bagi masyarakat seiring dengan semakin maju teknologi informasi. Berbagai jenis produk dari berbagai perusahaan di kenal masyarakat melalui pemasaran yang inovatif. Penelitian ini bertujuan untuk mengetahui peran mediasi daya efisiensi konsumen dalam bertransaksi on line antara hubungan inovasi sumber daya manusia (SDM), inovasi sarana (physical evidence innovation), dan inovasi proses trnsaksi on line terhadap frekuensi pembelian konsumen. Dengan menggunakan sampel sebesar 110 responden, data primer di kolek melalui kuesioner 5 likert scale baik melalui e-form maupun distribusi face to face. Analisa SPSS menunjukkan bahwa inovasi sarana dan proses secara signifikan dan positif mempengaruhi peningkatan efisiensi konsumen dalam bertransaksi.  Namun demikian inovasi SDM tidak berpengaruh terhadap efisiensi pembelian konsumen akan produk-produk on line.  Lingkungan persaingan usaha mendorong frekuensi pembelian konsumen. Daya efisiensi konsumen dalam bertransaksi on line berpengaruh signifikan dalam meningkatkan frekuensi pembelian. Daya efisiensi juga memediasi positif signifikan hubungan antara inovasi proses terhadap frekuensi pembelian.


Keywords


Inovasi, Bauran Pemasaran, People, Proses, Physical Evidence.

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DOI: https://doi.org/10.15575/jim.v4i2.25731

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