Hubungan antara Bauran Pemasaran Kecap Bango dan Keputusan Pembelian pada Generasi Millenial di Kota Denpasar

Abstract

The Relation between Bango Soy Sauce Marketing Mix and Purchase Decisions onMillennials Generation in Denpasar City

Increasing the soy sauce business every year causes intense competition by producers,
including Unilever with its flagship soy sauce product Bango. In recent years, the
number of Bango ketchup consumers in the millennium is less than that of generation
X. Consumer decisions in the purchase of Kecap Bango in the millennium are
influenced by many factors, one of which is the marketing mix elements.This research
was conducted by 100 millennial generation respondents in Denpasar City who aimed to
find out the dominant marketing mix elements considered by the millennium generation
in buying Bango soy sauce in Denpasar City and analyze the relationship between the
marketing mix and purchasing decisions. This research used accidental sampling
technique with purposive sampling method and analyzed using Rank Spearman
correlation. The results of this study indicate that the distribution is an element of the
marketing mix which is most dominantly considered by the millennial generation in
buying Bango soy sauce. Marketing mix elements that have a significant relationship
with purchasing decisions are product and distribution.Producers are expected to
continue to maintain and even develop product quality, diverse features and attractive
designs so that consumers still trust the product and the marketing target of Bango soy
sauce is achieved. In addition, producers are expected to maintain and even expand
distribution channels so that consumers can easily get Bango soy sauce and will not
move to other brands.