Campuran Pemasaran 7P: Hubung Kait dengan Kepuasan Pelanggan terhadap Pembelian Atas Talian

7P’s Marketing Mix: The Relationship with Customer Satisfaction towards Online Purchasing

Authors

  • Safura Ahmad Sabri KUIS
  • Ahmad Syafiq Najwan Ali

Keywords:

Pembelian atas Talian, Kepuasan Pelanggan, Pemasaran Campuran, 7P

Abstract

Trend pembelian secara atas talian didapati mengalami kenaikan penggunaan yang ketara sejak Mac 2020 iaitu ketika tempoh Perintah Kawalan Pergerakan (PKP) mula dikuatkuasakan di Malaysia. Kenaikan mendadak ini berpunca daripada tingkah laku pengguna yang memanfaatkan sepenuhnya platform e-dagang semasa PKP bagi mengekang penularan COVID-19. Salah satu aspek penting yang perlu dititikberatkan oleh peniaga atas talian adalah kepuasan pelanggan bagi menjamin pembelian berulang atau memperoleh kesetiaan pelanggan terhadap sesuatu produk dan penjual. Justeru, kajian ini dijalankan untuk mengkaji hubungan di antara campuran pemasaran 7P iaitu produk (product), harga (price), tempat (place), promosi (promotion), bukti fizikal (physical evidence), orang (people) dan proses (process) dengan kepuasan pelanggan terhadap pembelian secara atas talian. Seramai 400 orang responden telah dipilih dalam kalangan pelanggan atas talian yang menetap di Bandar Seri Putra, Selangor. Data yang diperoleh dianalisis menggunakan perisian SPSS dengan menjalankan analisis deskriptif dan Korelasi Pearson. Hasil kajian menunjukkan bahawa terdapat hubungan yang signifikan dan positif di antara kesemua elemen dalam campuran pemasaran 7P iaitu produk, harga, tempat, promosi, bukti fizikal, orang dan proses dengan kepuasan pelanggan terhadap pembelian secara atas talian. Oleh itu, peniaga atas talian boleh menggunakan hasil kajian ini untuk menentukan sasaran pasaran mereka dan membuat rancangan campuran pemasaran yang baik untuk meningkatkan kepuasan pelanggan.

The trend of online purchases was found to have experienced a significant increase in consumption since March 2020, when the Movement Control Order (MCO) came into force in Malaysia. This sharp increase is due to the behavior of consumers who take full advantage of the current e-commerce platform during MCO to curb the spread of COVID-19. One of the important aspects that need to be emphasized by online merchants is customer satisfaction to ensure repeat purchases or gain customer loyalty to a product and seller. Thus, this study was conducted to examine the relationship between the 7Ps marketing mix, namely product, price, place, promotion, physical evidence, people and process with customer satisfaction with online purchases. A total of 400 respondents were selected from online customers residing in Bandar Seri Putra, Selangor. The data obtained were analyzed using SPSS software by conducting descriptive analysis and Pearson Correlation. The results show that there is a significant and positive relationship between all elements in the 7Ps marketing mix namely product, price, place, promotion, physical evidence, people and process with customer satisfaction towards online purchases. Therefore, online merchants can use the results of this study to determine their target market and create a good marketing mix plan to increase customer satisfaction.

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Published

2021-06-04

How to Cite

Safura Ahmad Sabri, & Ahmad Syafiq Najwan Ali. (2021). Campuran Pemasaran 7P: Hubung Kait dengan Kepuasan Pelanggan terhadap Pembelian Atas Talian: 7P’s Marketing Mix: The Relationship with Customer Satisfaction towards Online Purchasing. Journal of Management and Muamalah , 11(1), 10 - 27. Retrieved from https://jmm.kuis.edu.my/index.php/jurnal/article/view/14