Studi Empiris tentang Pengaruh Komunikasi Pemasaran dan Kualitas Produk terhadap Keputusan Pembelian pada UMKM Warkop Rencong Medan
DOI:
https://doi.org/10.30640/jumma45.v4i2.5098Keywords:
Consumer Behavior, Marketing Communication, MSME, Product Quality, Purchasing DecisionsAbstract
This study aims to explore and analyze how marketing communication and product quality influence consumer purchasing decisions at Warkop Rencong, an MSME located in Medan. In a highly competitive local food industry, implementing effective marketing communication strategies and maintaining high product quality are essential elements that drive consumer behavior. Marketing communication not only informs consumers about the product but also builds a perspective and emotional connection with them. Product quality, on the other hand, reflects how well the product meets consumer expectations and needs, fostering customer satisfaction and long-term loyalty. This research adopts a quantitative approach, utilizing questionnaires to gather data from 60 respondents selected through random sampling from Warkop Rencong's active customer base. The collected data were analyzed using validity, reliability, classical assumptions, and multiple linear regression tests in IBM SPSS Statistics 27. The results indicate that both marketing communication and product quality significantly and positively influence purchasing decisions, both individually and collectively. Product quality was found to have a stronger impact on purchasing decisions compared to marketing communication. The F-test confirms that both variables significantly affect purchasing decisions, with an adjusted R² of 0.532, indicating a high explanatory power of the model. These findings offer practical insights for MSMEs in developing effective marketing strategies and ensuring high product quality to boost consumer purchasing decisions.
References
Alma, B. (2011). Manajemen Pemasaran & Pemasaran Jasa. Bandung.
Alma, B. (2018). Manajemen Pemasaran & Pemasaran Jasa. Bandung.
Alma, (2018). Manajemen Pemasaran dan Pemasaran Jasa, Edisi Pertama,
Cetakan Kedua, Alfabeta, Bandung.
Gitosudarmo, Indriyo, dan Basri. (2017). Manajemen Keuangan Edisi 4.
Yogyakarta: BPFE-Yogyakarta.
A.M, Morissan. (2015). Komunikasi Pemasaran Terpadu. Jakarta: Kencana.
Ari Setyaningrum. (2015). Prinsip-Prinsip Pemasaran. Yogyakarta: CV. AndiOffset
B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage. Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Chandra, F. T. (2016). Service, Quality and Satisfaction. Yogyakarta.
Dinda Pritty Ponomban, A. S. (2923). Pengruh kualitas Produk, Harga, dan Digital Marketing Terhadap Keputusan Pembelian pada UMKM Dapur HOT di Desa Tatelu, Kecamatan DImembe, Kabupaten Minahasa Utara. jurnal EMBA.
Fandy Tjiptono & Anastasia Diana. (2016) Pemasaran Esensi dan Aplikasi, Andi Offset, Yogyakarta.
Gitosudarmo, I. (2017). Pengantar Bisnis. Yogyakarta.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage.
Handoko Syahputra Salim, T. S. (2022). Pengaruh Komunikasi Pemasaran dan Produk Terhadap Keputusan Pembelian di PT. Furnilux Indonesia. jurnal bisnis kolega.
Hutagalung, G. R. S., Aprinawati, A., Lubis, A., & Wulandari, A. (2025). Pengaruh Kualitas Produk dan Store Atmosphere Toko terhadap Keputusan Pembelian Ice Cream Mixue pada Mahasiswa Universitas Negeri Medan. Journal of Management Accounting, Tax and Production, 3(1), 150–161
Izzah, E. F., & Lubis, A. (2025). Pengaruh Harga dan Kualitas Produk Terhadap Kepuasan Pelanggan di Warkop Agam Jalan Tanjung Selamat. Economics, Business and Management Science Journal, 5(2), 248–258
Kotler, Phillip dan Kevin Lane Keller. (2016). Manajemen Pemasaran edisi 12 Jilid 1 & 2. Jakarta: PT. Indeks.
Malau, H. (2018). Manajemen Pemasaran : Teori dan aplikasi era tradisional sampai era modernisasi global. Kaliabang, Yogyakarta : ALFABETA.
Malau, h. (2015). Manajemen Pemasaran Teori dan Pemasaran Era Tradisional Sampai Era Modernisasi Globaal. Bandung.
Morissan. (2010). Periklanan Komunikasi Pemasaran Terpadu. Jakarta: Prenadanedia Group.
Panjaitan, A. I., Lubis, A., & Teviana, T. (2025). PENGARUH BRANDING TERHADAP KEPUTUSAN PEMBELIAN MAHASISWA UNIVERSITAS NEGERI MEDAN: STUDI KASUS PADA UMKM USAHA POP ICE PAK FAREL. Growth, 23(1), 46–61.
Rozana Putri Novia, M. Y. (2024). Pengaruh Komunikasi Pemasaran, Harga dan Kualitas Keputusan Pembelian SEbagai Variabel Intervenning. jurnal mahasiswa entrepreneur.
Segara, S. C., Effendi, I., & Lubis, A. (2024). Awareness of the Brand in Sayum Saba Village through Social Media Marketing and Tourist Attraction Building. Proceeding of The International Conference on Business and Economics, 2(1), 273–284.
Silaban, D. E., Aisyah, N., & Lubis, A. (2025). Pengaruh Pengetahuan Kewirausahaan dan Keterampilan Wirausaha Terhadap Keberhasilan Usaha (Studi Kasus UMKM Pusat Pasar Kota Medan). Economics, Business and Management Science Journal, 5(2), 222–230.
Siti Maesaroh, W. R. (2022). Peningkatan Kepuasan Konsumen pada UMKM Melalui Komunikasi Pemasaran, Komitmen Penanganan Keluhan dan Kualitas Produk di Kabupaten Banjarnegara. jurnal ilmiah ekonomi.
Solomon, M. R. (2020). ConsumerBehavior: Buying, Having, and Being (13th ed.).Hair, J. F., Black, W. C., Babin,
Teviana, T., Lubis, A., Pandiangan, R. S., Siagian, N. S. P., Marpaung, I. I. A. J., Ikhwan, A., & others. (2025). STUDI PENGARUH PEMASARAN DIGITAL DAN KUALITAS PRODUK TERHADAP KEPUASAN USAHA ES KEPAL MMTC MILO. Indo-Fintech Intellectuals: Journal of Economics and Business, 5(2), 4653–4666.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Mahasiswa Manajemen dan Akuntansi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
