Analisis gaya hidup, inovasi produk dan bauran pemasaran terhadap keputusan pembelian produk hen's instant omelette (studi kasus pada pt.eco nature multindo)

摘要

PT Eco Nature Multiindo is a company engaged in service and food processing. One of the products are Hen's Instant Omelette. Hen's Instant Omelette is one form of innovative products in Indonesia. Therefore in Indonesia, Hen’s became the firts product of instant egg. Hen's product has been marketed since 2015 using an online marketing system, exhibitions and fairs. The main target of these products is mountaineers and travelers. Their frequently travel lifestyle and want a practice products seems suitable as a target consumer. The consumer response to this product is quite nice, it has seen from the sale of products that have been sold 6,000 bottles for 8 months . But still far from company target which has ta rgeting sales of 7,500 bottles per month in accordance to potential market and the company's production capacity of 300 bottles per day. This is happens due to the sales of the product to target consument and the purchase of products is still low. The sales target it self measured by the ability of production capacity per month and observed the total of product segmentation. Until now those products selling deemed still not reach maximum level. Hen's Instant Omelette products made by PT Eco Nature Multiindo is selected as research objects. Hen's instant omelette is an innovative product that is relatively new so it does not have a similar competitor that can be used as an indicator, therefore it is necessary to researched so the company can improve the marketability of the product. In addition, there are some people who buy not from among mountaineers. Therefore, the purpose of this study are (1) to analyze the life style of Hen's Instant Omelette consumer (2) to analyze the influence of lifestyle, product innovation, and marketing mix of Hen's Instant Omelette product towards purchasing decision (3) to formulate managerial implication for the company. The scope of this study is regarding to users segment based on lifestyle analize by using factor analysis. I nfluence of lifestyle, product innovation and mix marketing to purchasing decision of Hen's Instant Omelette observed by structural Equation Modeling. This study is limited to target consumer who has been attempting Hen's Instant Omelette product. Consumers who pastisipated in this study is centrally located throughout Indonesia. The study was conducted by online questionnaires filled directly by hen's instant omelette consumer.udThe results of the factor analysis Hen's consumer segment users based on their lifestyles Instant Omelette divided into three groups. First, the modern group motivated and respected by the new ideas even though it need a lot of cost. Second, the clasic group is a form of group which like to do something by their own in stead of buying. The third, trendy group is a group that follows the current trends. They predicted as young generation of consumers, it can be seen that they have a high self confidence to consider themselves intellectually and have better skills than most people.udBased on SEM hypothesis result, hypotheses 1 stated that lifestyles has nodirect positive influence on purchase decisions, hypothesis 2 stated there is a direct positive influence on purchase decisions, and the hypothesis 3 stated the mix marketing has no direct positive influence on purchase decisions. So , as to be considered to increase product purchasing decisions is need to develop i nnovative products. The innovation products are made based on five dimensions, first priority is innovation of product compatibility such the conformity between quality and benefits, compliance with the price and the suitability of design to consumer demand. Next, it also need to seen from relative su periority and divisibility of products. Most dominant purchasing decisions is by recommending the product to others, so that the products will be well-known and can be accepted by consumers.