Bookchapter_Society 5.0

SOCIETY 5.0

konsultankti.wordpress.com/2015/05/18/mengenal-
partisipasi-masyarakat-dalam-pembangunan-sebuah-tinjauan-
konsep/ (May 3 2020).
[11] Esmi Warassih. Sosiologi yang Kontemplatif. (Semarang: Badan
Penerbit Universitas Diponegoro Semarang, 2001), pp. 7.
[12] Yudi Latif. Negara Paripurna. Historisitas, Rasionalitas, dan Aktualitas
Pancasila. Cetakan Keempat. (Jakarta: PT Gramedia Pustaka
Utama, 2012), pp. 610.
[13] Yudi Latif.Ibid.
[14] Yuni Ikawati. Pembelajaran Pengelolaan Pesisir dan Pulau-pulau Kecil
di Indonesia. Dari Perencanaan Menuju Implementasi. (Directorate of
Marine, Coastal and Small Islands Spatial Planning at the Ministry
of Marine and Fisheries, 2012), pp. 61.
[15] Egon G. Guba and Yvonna S. Lincoln. Critical subjectivity in
participatory transaction with the cosmos; epistemology of
experiential, propositional, and extended practical knowledge;
the findings are produced together. pp. 209.

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Customer’s Response to The Role Brand Images,
Prices, Distribution Channels, Promotions In
Purchase Decisions

Zakiyah Zahara1

Introduction

Currently, the development of the business world is growing very
rapidly, one of which is in the culinary business. This business is related
to human food needs. Food is one of the basic human needs or basic
needs. Food is a basic need, so the fulfillment of food is an absolute
thing for humans who want to keep their life going. Human activities
today are so dense that humans are looking for practical ways to meet
food needs. One of the methods taken to meet food needs is by using
culinary services. Food is no longer a consumption product to meet
human biological needs alone. Food is now becoming a new lifestyle
in society.

Based on the explanation above, there are several things that
indicate this. This can be seen at least from the consumption pattern
of the people which has begun to shift to fast food and drinks. In
2006, when the roadmap for creative industries 12 was drawn up, the
culinary sector had not yet entered into one of the strategic industries
that would be developed. There are only 14 sub-sectors that are the
government's main concern. At that time, the fashion and advertising
industry was the largest contributor to the growth of the creative
industry in Indonesia. However, in 2011, that position shifted and was
replaced by the culinary industry which has entered into the 15th sub-
sector in the creative industry. The culinary sub-sector provides the
largest income for the creative industry in Indonesia, or around 32.2%
of the total contribution of the creative industry to GDP in 2011 or
around 169.62 trillion. Only then followed by fashion and advertising”.

The culinary business in Palu City is a promising form of business.
Various types of snacks have sprung up with a variety of interesting

1 Department of Management, Tadulako University

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creativity. Traditional snacks can be created into preparations that
have high taste and value. One of the traditional snacks that we often
encounter is fried banana which relies on chili sauce as its partner. For
this reason, new innovations are needed in processing these bananas
so that the presentation of bananas is not only like fried bananas in
general, because of this, people see bananas as an ordinary snack. This
has caused many business people to innovate to create products with
various shapes and flavors so that people don't get bored with bananas
that have been on the market such as fried bananas.

A business that is experiencing development in Palu City, namely
Pisang Nugget BananaBim, started its business image on January
29 2018 until now. BananaBim is a contemporary snack made from
banana, BananaBim serves two types of plantain and banana gebok
which will be processed first. The emergence of this culinary delights
allows consumers to choose from fried bananas to banana nuggets with
a variety of flavors and toppings on top. BananaBim not only presents
a variety of flavors and toppings, but each flavor variant has advantages
that other businesses do not have, namely the flavors mixed on top of
the banana nuggets are very melted, from the melting of the banana
nugget snack flavors makes every consumer want to continue to make
repurchases, and for potential BananaBim customers, of course there
will be a mental curiosity to immediately taste the banana nugget snack
BananaBim which is famous for its melting variants of flavors and
toppings as a complement.

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Table 1. The Sales of Banana Nugget in 2018

Period Number of Boxes Sold per Month Percentages
February 250 7.000 -

March 250 7.750 10%

April 300 9.000 36%

May 300 9.300 3,3%

June 300 9.000 3,2%

July 350 10.850 13,0%

August 380 11.780 8,5%

September 380 10.260 1,74%

October - - 0%

November 450 13.500 8,4%

December 500 15.500 14%

It can be seen that the average sales increase although sometimes

the difference is only slightly from the monthly average, namely

from February to March it reached a 10% increase in sales results,

until April-September the increase was different. However, at the

end of September-October the sales were canceled as Palu City was

experiencing a disaster. In November-December BananaBim started

to operate again and experienced an increase in sales by an average of

8.4% to 14% of sales. That way, the average box sales from February

to December reached 36.91%. Kotler and Keller defined that brand

is a name, term, sign, symbol, or design, or a combination of them,

intended to identify the goods or services of one seller or group of

sellers to differentiate them from those competitors [1]. Brand is a

name, term, sign, symbol, design or a combination thereof, which is

meant to identify its competitors.

Kotler and Armstrong stated that price the amount of money
charged for a product or service, or the sum of the value that customers
exchange for the benefits or having or using the product or service[2].
It means that the price is the amount of money spent. for a product or
service. An amount of money that is exchanged by consumers to obtain
benefits and ownership of the use of a product or service. Tjiptono
added that distribution channel (place) refers to various marketing
activities that attempt to facilitate the delivery, delivery, or distribution

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of goods and services from producers to consumers, so that they are
as needed[3].

Promotion is a type of communication that provides a convincing
explanation for potential consumers about goods and services[4].
The purpose of promotion is to get attention. Educate, remind, and
convince potential customers. Purchasing decisions are a part that
is influenced by financial economics, technology, politics, culture,
products, prices, location, promotion, physical evidence, people and
process. So, form an attitude for consumers to manage all information
and draw conclusions in the form of responses that appear what
products to buy[4].

Discussion

Marketing mix is the set of tactical marketing tolls that the frim
blends to produce the response it wants in the target market [2]. The
marketing mix is a set of tactical marketing tools that incorporate the
desired response in the target market. A brand or stamp is a sign or
symbol that gives the identity of a certain service item which can be
in the form of words, images or a combination of both [4]. Brand
is an important factor in marketing activities, because the activity of
introducing and offering a product or service is inseparable from a
reliable brand. The component of brand image consists of three parts,
namely 1.) the image of the maker (corporate image), which is a set of
associations that consumers perceive to companies that make goods or
services. Includes popularity, credibility, company network, as well as
the use itself or its use, 2.) user image, which is a set of associations that
consumers perceive to users who use goods and services. Includes the
users themselves, as well as their social status. 3.) The product image
is a set of associations that consumers perceive to a brand. Includes
product attributes, benefits for consumers, and guarantees.

Marketing management is the art and science of determining
target markets, maintaining and increasing the number of customers
by creating, delivering and communicating superior customer value
[1]. Price is the value of an item expressed in money [4]. There are
indicators regarding prices that can influence consumer purchasing
decisions (Purwati, 2012): 1.) payment flexibility, flexible payment
methods, 2.) price competitiveness, the ability of product prices to
compete. Distribution channel (place) refers to various marketing

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activities that attempt to facilitate the delivery, delivery, or distribution
of goods and services from producers to consumers, so that they are
as needed [3]. The dimensions for the distribution channel variables in
this study are: Market Coverage, Purchase Location, Product Adequacy.
Promotions are activities that communicate product's superiority and
persuade target customers to buy them" means promotion is an activity
that communicates product excellence and persuades target customers
to buy it [1]. Sales promotion is a short-term incentive to encourage the
sale of products or services. Sales promotion is a means to encourage
consumers to make purchases of a product or service [1].

There are several indicators that can be measured [2]: Coupons
(coupons), giving coupons can make consumers come back and make
a transaction. Rebates, the amount of discounted prices will be very
successful for businesses and offers attractive discounts for consumers
[2]. Social media is a group of internet-based applications that use
web 2.0 ideology and technology, where users can create or exchange
information on these applications. Some of the social media that are
very popular and have millions of users in Indonesia are Facebook,
Twitter, Instagram, Youtube, Blog, and others. Consumer behavior is
the study of how individuals, groups, and organizations select, buy,
use, and dispose of goods, service, ideas, or experiences to satisfy their
needs and wants" that means consumer behavior. Their study of how
individuals, groups of organizations choose, buy, use and how goods,
services, ideas, or experiences satisfy their needs and wants.

There is a role simultaneously in the variables of brand image,
price, distribution channels, promotion of the purchasing decision for
BananaBim nuggets in Palu City. Brand Image partially has a positive
and significant effect on purchasing decisions. Price (X2) partially has
a positive and significant effect on purchasing decisions. Distribution
Channel partially has a positive and significant effect on purchasing
decisions. Promotion (X4) partially has a positive and significant effect
on purchasing decisions.

All the dimensions of the variables in this study show low VIF
values, all of which are below 10 and the tolerance value is more than
0.10. This means that the independent variables used in this research do
not show any multicollinearity symptoms, so all of these variables can
be used as independent / independent variables. The dots randomly
spread and spread both above and below the number 0 on the Y axis

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It can be concluded that there is no heteroscedasticity in regression
models that regression models unfit for menganali sis Role of Imagery
Brands, Prices, Distribution Channels, Promotions on Purchasing
Decisions for BananaBim Nugget in Palu City.

The independent variables, such as brand image, price, distribution
channel, promotion, have a positive effect on the purchasing decision for
BananaBim nuggets in Palu City. The constant value is 1.683, meaning
that if the independent variable (brand image, price, distribution
channel, promotion) is 0 or constant, then the dependent variable
(purchase decision) is 1.683. The regression coefficient variable brand
image (X- 1) amounted to 0.057, meaning jik a brand image up one
unit, then the decision of buying a banana nuggets BananaBim in Palu
increased by 0.057. Recourse coefficient i variable price (X 2) amounted
to 0,482, which means that the perception of price rises one unit, then
the decision of buying a banana nuggets BananaBim in Palu increased
by 0,482. The price variable is also the most dominant variable that
plays a role in purchasing decisions. The regression coefficient variable
distribution channels (X 3) amounted to 0,071, which means that if
a distribution channel rose one unit, then the decision of buying a
banana nuggets BananaBim in Palu increased by 0,071. The regression
coefficient promotion variable (X 4) at 0, 172, meaning that if the
sale was up one unit, then the decision of buying a banana nuggets
BananaBim in Palu increased by 0, 172.

Based on the results of the multiple linear analysis test in Table 5
above, the significance value of F is 0.000, which means that the value
is smaller than the implied value, namely α = 0.05, then the hypothesis
is accepted. This means that there is a simultaneous role in the variables
of brand image, price, distribution channels, promotion of purchasing
decisions for BananaBim nuggets in Palu City.

The Brand Image (X1) partially has a positive and significant
effect on purchasing decisions. Price (X2) partially has a positive and
significant effect on purchasing decisions. The Distribution Channel
(X3) partially has a positive and significant effect on purchasing
decisions. The Promotion (X4) partially has a positive and significant
effect on purchasing decisions.

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Conclusion

The role of brand image, price, distribution channels, promotion
simultaneously has a significant effect on purchasing decisions for
BananaBim nuggets in Palu City. De mikian role presented by each
independent variable, has a strong relationship with the dependent
variable purchase decision. Brand image has a significant effect on
purchasing decisions for BananaBim nuggets in Palu City. Price
has a significant effect on the purchasing decision for BananaBim
nuggets in Palu City. Distribution channels have a significant effect on
purchasing decisions for BananaBim nuggets in Palu City. Promotion
has a significant effect on purchasing decisions for BananaBim nuggets
in Palu City. It is known that the lowest respondent's response in
the brand image is that the BananaBim nugget banana packaging is
good. Researchers suggest to BananaBim to pay more attention to the
packaging of BananaBim nuggets, in order to make new packaging so
that the respondents' attention will increase when buying BananaBim
nuggets because the BananaBim packaging is more attractive. It is
known that the respondent's response is the lowest in price, namely,
the price of BananaBim nuggets in accordance with the quality of
the product. Researchers suggest to BananaBim that at the price set
by BananaBim, they can improve their processed bananas, so that
respondents still think that the price and quality of the product are not
a problem when making a purchase. It is known that the respondent's
lowest response is in the distribution channel variable, namely,
BananaBim has a variety of flavors that have different coverage in each
outlet. Researchers suggest to BananaBim to supply banana nuggets
so that they can balance the large number of banana nuggets available
at each BananaBim outlet with the crowds at each outlet. It is known
that the respondent's lowest response is in the promotion, namely,
the existence of the BananaBim banana nugget free toping promo,
to the BananaBim the researcher suggests that there should be more
to explain clearly the promos that are presented, so that consumers
who see the promo do not misunderstand when making a purchase,
because of the many responses. from respondents regarding promos
conducted by BananaBim. Further researchers are advised to include
other variables such as variables of service quality and product image
and other than those used in this study, so that they can better review
the problems that exist at BananaBim in Palu City. Besides that, it is

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expected to use this type of qualitative research, in order to explain
more in depth and be able to solve the problems found in BananaBim
Palu City.
References
[1] P. Kotler and K. L. Keller, Marketing Management. 2016.
[2] G. Kotler, P. & Armstrong, Prinsip-Prinsip Pemasaran. Edisi 12.

Jilid . 2008.
[3] Tjiptono and Fandy, Strategi Pemasaran. 2015.
[4] B. Alma, Pemasaran dan Pemasaran Jasa. 2011.

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