Marketing mix and factors that affect cigarette consumption

Tommy Hardiyono, Bambang Siswadi, Masyhuri Machfudz

Abstract


The Ministry of Industry noted the number of workers in the industrial sector was 5.98 million people, higher than the number of manufacturing and distribution (4.28 million), and the rest belonged (1.7 million). The purpose of this study is to analyze the marketing mix and the factors that influence the consumption of cigarettes. The research data consisted of primary data obtained through direct interviews with consumers, taken by accident sampling with a total sample of 95 respondents. Data analysis uses multiple linear regression models. The results showed that the product in the form of product availability contributed to cigarette consumption by 50.52%, the price in the form of a price ratio of 45.26%, the distribution variable in the form of ease in getting products by 47.36%, and promotion in the form of advertising attractiveness by 46, 31%. Price, distribution, and promotion have a significant effect on cigarette consumption, while products do not affect. It is necessary to improve the quality of packaging, physical form, and taste with a balanced price

Keywords


marketing mix, product, price, distribution, promotion

Full Text:

PDF

References


Andrews, R. L., & Franke, G. R. (1996). Dynamics of aggregate response sensitivities to marketing mix variables. Journal of Business Research, 36(2), 145-155.

Aqsa Dwi Cahyo. 2013. Pengaruh Atribut Produk Terhadap Keputusan Pembelian (Survei Pada Konsumen Rokok Gudang Garam Internastional. Banyuwangi.

Charles Victor B. Saragih 2013. Pengaruh Kualitas Produk, Ketersediaan Produk Dan Gaya Hidup Terhadap Keputusan Pembelian Produk Lulur Mandi Sumber Ayu Di Jakarta.

Barrington-Trimis, J. L. (2020). Reducing the Adverse Public Health Impact of Menthol Cigarettes in Disparate Populations.

Chauhan, H., & Setia, P. (2016). Discouraging cigarette smoking through de-marketing strategies. Future Business Journal, 2(1), 31-39.

Cruz, T. B., Wright, L. T., & Crawford, G. (2010). The menthol marketing mix: targeted promotions for focus communities in the United States. Nicotine & Tobacco Research, 12(suppl_2), S147-S153.

Ellen Madhalena. 2016. Pengaruh Event Marketing Terhadap Brand Image Rokok Djarum Super Mild Pt Djarum. Universitas Telkom.

Fazza Ilham Fachriza. 2017. Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Rokok Mild. Universitas Telkom.

Fransisca. 2003. Analisis Preferensi Konsumen Berdasarkan Bauran Pemasaran Rokok Djagung Padi Hijau. Universitas Brawijaya. Malang.

Inka Nuromavita. 2016. Pengaruh Ketidakpuasan Konsumen, Cita Rasa, Merek dan Persepsi Harga Terhadap Perpindahan Merek Sepeda Motor Yamaha Ke Honda. Semarang.

Jilly Bernadette Mandey. 2013. Promosi, Distribusi, Harga Pengaruhnya Terhadap Keputusan Pembelian Rokok Surya Promild. Manado.

Khairiyah, R., Wibowo, R., & Januar, J. (2019). Dinamika Agribisnis Tembakau Dalam Perekonomian Provinsi Jawa Timur. UNEJ e-Proceeding.

Kotler, P. 2002. Manajemen Pemasaran. Edisi Milenium. Prenhallindo. Jakarta.

Kumar, P., & Subhasini, J. (2020). Effectiveness of Marketing Strategy Formulation in Biomedical Healthcare Industry. International Journal of Research in Pharmaceutical Sciences, 11(1), 466-470.

M. Nasir. 2010. Pola Pengambilan Keputusan Konsumen Rokok. Universitas Muhammadiyah Surakarta. Surakarta.

Malhotra, Naresh K. 1993. Marketing Research: An Applied Orientation. Partice Hall International Inc. New York.

Marisa Arnindita Palma. 2016. Pengaruh Kualitas Produk, Kemudahan, Dan Harga Terhadap Niat Beli Ulang Dengan Kepuasan Sebagai Variabel Intervening. Surabaya.

Mwangi, J. K. (2002). Effects of the tobacco regulation on the marketing mix of tobacco firms in Kenya (Doctoral dissertation).

Nikmatul, K., Ratya, A., Nuhfil, H., & Wahib, M. A. (2020). The analysis demand for animal source food in Indonesia: using Quadratic Almost Ideal Demand System. Business: Theory and Practice, 21(1), 427-439.

Purwana, A. J. (2019). CIGAR MARKETING MIX STRATEGY IN DEVELOPING COUNTRIES: DOES BRAND IMAGE INFLUENCE THE PURCHASING DECISION PROCESS?. European Journal of Management and Marketing Studies.

Saragih, Ria Desrina. 2013. Menentukan Model Persamaan Regresi Linier Berganda dengan Metode Backward pada Kasus Penyalahgunaan Narkoba di Tanah Karo. Skripsi USU. Medan.

Septa Adi Sasetyo. 2012. Pengaruh Daya Tarik Iklan terhadap pembentukan citra Merek Pepsodent. Bandung.

Soule, E. K., Sakuma, K. L. K., Palafox, S., Pokhrel, P., Herzog, T. A., Thompson, N., & Fagan, P. (2019). Content analysis of internet marketing strategies used to promote flavored electronic cigarettes. Addictive behaviors, 91, 128-135.

Sugiarto, Dergibson Siagian, Lasmono Tri Sunaryanto dan Deny S. Oetomo. 2003. Teknik Sampling. PT Gramedia Pustaka Utama. Jakarta.

Suprihanti, A., Sinaga, B. M., & Kustiari, R. (2019). Dampak Kebijakan Cukai Rokok terhadap Pasar Input serta Kesejahteraan Petani Tembakau dan Cengkeh di Indonesia. Jurnal Agro Ekonomi, 37(1), 1-23

Tim Riset CNBC. 2018. (Consumer News and Business Channel) Indonesia.

Badan Pusat Statistik (Statistics of Malang Municipality). 2020. Kota Malang.

Rekapitulasi Data Monografi.2014. Keadaan Pada Bulan Januari s/d Juni. 2014. Kota Malang.

Wijaya, D. T. (2019). Analisa pengaruh content marketing terhadap customer retention dengan brand experience dan customer engagement sebagai variabel intervening pada konsumen rokok sampoerna di surabaya. Jurnal Strategi Pemasaran, 6(2), 9.


Refbacks

  • There are currently no refbacks.


Journal of Agricultural Socio-Economics (JASE) is indexed by

             

 

Lisensi Creative Commons
Journal of Agricultural Socio-Economics (JASE) This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.