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July 31, 2023
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March 14, 2025
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Abstract
The Fruit Processing Industry is a food manufacturer that uses fresh fruit as raw materials to produce products such as jackfruit chips and banana chips. The rapid development of technology has pioneered the online marketing of products. The objective of this study is to compare the purchasing decisions of offline and online consumers in the Fruit Processing Industry in Bandar Lampung City in 2023. The respondents in this study consist of 30 offline consumers and 30 online consumers. Data collection was conducted from February to March 2023. The analysis method used is the 4P marketing mix analysis (product, price, place, and promotion) followed by the Mann-Whitney test. The results indicate that the average variable for offline and online consumers falls into the good category with a percentage of 78.08 percent and 79.85 percent respectively. The Mann-Whitney test results show no significant differences in consumer decision-making between online and offline channels concerning price and promotion. In contrast, significant differences exist for product and place, underscoring their influence on purchasing behavior. Based on the research findings, to balance purchasing decisions between offline and online, it is recommended that the small Fruit Processing Industry in Bandar Lampung City add special discounts or prices for purchases on certain days and adjust promotions to current trends to increase sales.
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Copyright (c) 2025 Denti Fitri Yanti, Dyah Aring Hepiana Lestari, Rabiatul Adawiyah
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How to Cite
Comparative Analysis of Offline and Online Marketing Mix for Jackfruit Chips and Banana Chips in The Local Processing Fruit Small Industry in Bandar Lampung City. (2025). Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian Dan Agribisnis, 24(01), 19–36. https://doi.org/10.31186/jagrisep.24.01.19-36
References
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Abhishek, V., Fader, P. S., & Hosanagar, K. (2021). Media Exposure Through The Funnel: A Model Of Multi-Stage Attribution. Journal Of Marketing Research, 58(4), 673-691. doi: 10.2139/ssrn.2158421
Afifah, N. Y. (2014). Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Tenaga Kerja Untuk Tetap Bekerja Di Sektor Pertanian. Jurnal Ilmu Ekonomi FEB Universitas Brawijaya, 2(2), 1–12. Retrieved from https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/1306
Anjayani, P. R., & Febriyanti, I . R. (2022). Analisis Strategi Bauran Pemasaran untuk Meningkatkan Volume Penjualan (Studi Pada UMKM YJS Sukabumi). Jurnal Multidisiplin Madani, 2(9), 3610–3617. doi: 10.55927/mudima.v2i9.1175
Chandra, G. C., & Haryadi, B. (2016). Proses Inovasi Produk Pada PT Mekar Usaha Nasional. Agora, 4(2), 338–344. Retrieved from http://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/4973%0Ahttps://media.neliti.com/media/publications/56617-ID-none.pdf
Central Statistics Agency. (2024). Luas Panen Dan Produksi Di Provinsi Lampung. Badan Pusat Statistik Lampung. Retrieved from https://lampung.bps.go.id/id
Fauzi, N. R., & Sisilia, K. (2020). Analisis Perbandingan Keputusan Pembelian Online Dan Offline Customer Pada or-K 689 Clothing. Jurnal Menara Ekonomi: Penelitian Dan Kajian Ilmiah Bidang Ekonomi, 6(2), 34–40. doi: 10.31869/me.v6i2.1812
Hamawan, Saefullah, A., Santoso, S. (2014). Analisa Dan Perancangan Sistem Informasi Penjualan Online (E-Commerce) Pada CV Selaras Batik. Scientific Journal Of Informatics, 1(1), 53–64. doi: 10.15294/sji.v1i1.3641
Huang, Z., & Benyoucef, M. (2020). The Effects Of Social Commerce Design On Consumer Purchases: The Role Of Digital Place And Usability. Journal Of Retailing And Consumer Services, 56, 102-116. doi: 10.1016/j.elerap.2017.08.003
Imron, M. S., & Nurdian, Y. (2021). Digitalisasi Pemasaran Keripik Tempe Dalam Menghadapi Persaingan Dagang Selama Pandemi Covid-19. Transformasi: Jurnal Pengabdian Masyarakat, 17(1), 65–76. doi: 10.20414/transformasi.v17i1.3129
Jumawan, Nugroho, A.A., Kambuno, L., Melani, P.A.S., Aprilia, T., Putri, Z.A. (2024). Pengaruh Promosi Online Terhadap Keputusan Konsumen Pada Pembelian Kosmetik Di Online Shop. Jurnal Ilmiah Multidisiplin, 2(4), 489-497. doi: 10.5281/zenodo.11239292
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Boston: Prentice Hall
Kusumawardhani, R., Kurniawan, I. S., Maulida, A., Cahyaat, A.D. (2020). Pelatihan UKM Rumahan Industri Pangan Sebagai Upaya Meminimalkan Kendala Berwirausaha. Jurnal Pengabdian Kepada Masyarakat (Indonesian Journal Of Community Engagement), 6(1), 23-28. doi: 10.22146/jpkm.46438
Kusumawaty, Y. (2019). Strategi Pemasaran Produk Makanan Ringan Khas Riau (Keripik Nenas Dan Rengginang Ubi Kayu). Jurnal Agribisnis, 20(2), 124–138. doi: 10.31849/agr.v20i2.2235
Maisari, A. V., Nizar, R., & Yasid, H. (2022). Determining The Priority Of The Marketing Mix Of The Kuantan-Ii Fried Banana Agroindustry Business In The Sub-District Of Lima Puluh Kota Pekanbaru Using AHP Method. Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian Dan Agribisnis, 21(1), 69–84. doi: 10.31186/jagrisep.21.1.69-84
Nuraeni, L. & Harnanik. (2017). Strategi Bauran Pemasaran Usaha Kecil Keripik Bhineka Di Desa Belendung Kecamatan Purwadadi Kabupaten Subang. Economic Education Analysis Journal, 6(2), 647–655. Retrieved from https://journal.unnes.ac.id/sju/eeaj/article/view/16453
Pradini, E., Haryono, D., & Indriani, Y. (2021). Analisis Bauran Pemasaran (Marketing Mix) Keripik Pisang di Sentra Industri Keripik Kota Bandar Lampung. Jurnal Ilmu Ilmu Agribisnis: Journal of Agribusiness Science,, 9(4), 685-692. doi: 10.23960/jiia.v9i4.5407
Rachman, Arif & Yochanan, Elisha & Samanlangi, Andi & Purnomo, Hery. (2024). Metode Penelitian Kuantitatif, Kualitatif Dan R&D. Karawang: CV Saba Jaya Publisher
Rahmawati, W. A., & Lestari, A. (2023). Kendala Kecepatan Pengiriman Dan Pembelian Di E-commerce. Jurnal Sains Student Research, 1(1), 944-955. doi: 10.61722/jssr.v1i1.422
Rachmawati, A., Sudarto, S., & Yuniar, R. (2013). Price Sensitivity And Its Impact On Consumer Purchasing Behavior In The Local Food Industry. Journal Of Consumer Research, 45(2), 233-247. Retrieved from https://journal.trunjoyo.ac.id/agriscience
Rukka, R. M., Busthanul, N., & Fatonny, N. (2018). Strategi Pengembangan Bisnis Keripik Bayam. Jurnal Sosial Ekonomi Pertanian, 14(1), 41-54. doi: 10.20956/jsep.v14i1.3622
Sarno & Raditya, F. T. (2021). Penerapan Strategi Bauran Pemasaran Keripik Pisang (Studi Kasus UKM Seleraku Banjarnegara). Ekonomia, 11(2), 20-37. doi: 10.54342/stie-je.v11i2.165
Sjakoer, N. A. A., Noerhayati, E., Mardiayani, S. A., & Said, M. (2022). Gambaran Kesiapan UMKM Menuju Industri Halal Jawa TimurAn Overview of Small and Medium Enterprise (SME) Readiness towards The East Java Halal Industry.. Jurnal Agroindustri Halal, 8(2), 189–200. doi: 10.30997/jah.v8i2.5094
Sufren, & Natanael, Y. (2013). Mahir Menggunakan SPSSS Secara Otodidak. Jakarta: PT Elex Media Komputindo
Sugiyono. (2018). Metode Penelitian Kombinasi (Mixed Methods). Bandung: CV Alfabeta
Sukmawati, W., & Sunaryo, H. (2021). Pendampingan Perizinan Produk Industri Rumah Tangga (PIRT) Minuman Serbuk Jahe Instan. E-Dimas: Jurnal Pengabdian Kepada Masyarakat, 12(3), 401–406. doi: 10.26877/e-dimas.v12i3.5809
Syahrial & Ahmad, Y. (2015). Analysis of the Influence of Product, Price, Promotion, and Location on Purchasing Decisions. Journal of Social and Management. 4 (2), 176-192. Retrieved from http://jurnal.fisarresearch.or.id/index.
php/salman/index
Syarif, F., & Adnan, N. (2019). Pertumbuhan Dan Keberlanjutan Konsep Halal Economy Di Era Moderasi Beragama. Jurnal Bimas Islam, 12(1), 93–122. doi: 10.37302/jbi.v12i1.97
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2021). From Multi-Channel Retailing To Omni-Channel Retailing: Introduction To The Special Issue On Smulti-Channel Retailing. Journal Of Retailing, 97(1), 63-68. doi: 10.1016/j.jretai.2015.02.005
Zeithaml, V. A. (1988). Consumer Perceptions Of Price, Quality, And Value: A Means-End Model And Synthesis Of Evidence. Journal Of Marketing, 52(3), 2-22. doi: 10.2307/1251446
References
Abhishek, V., Fader, P. S., & Hosanagar, K. (2021). Media Exposure Through The Funnel: A Model Of Multi-Stage Attribution. Journal Of Marketing Research, 58(4), 673-691. doi: 10.2139/ssrn.2158421
Afifah, N. Y. (2014). Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Tenaga Kerja Untuk Tetap Bekerja Di Sektor Pertanian. Jurnal Ilmu Ekonomi FEB Universitas Brawijaya, 2(2), 1–12. Retrieved from https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/1306
Anjayani, P. R., & Febriyanti, I . R. (2022). Analisis Strategi Bauran Pemasaran untuk Meningkatkan Volume Penjualan (Studi Pada UMKM YJS Sukabumi). Jurnal Multidisiplin Madani, 2(9), 3610–3617. doi: 10.55927/mudima.v2i9.1175
Chandra, G. C., & Haryadi, B. (2016). Proses Inovasi Produk Pada PT Mekar Usaha Nasional. Agora, 4(2), 338–344. Retrieved from http://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/4973%0Ahttps://media.neliti.com/media/publications/56617-ID-none.pdf
Central Statistics Agency. (2024). Luas Panen Dan Produksi Di Provinsi Lampung. Badan Pusat Statistik Lampung. Retrieved from https://lampung.bps.go.id/id
Fauzi, N. R., & Sisilia, K. (2020). Analisis Perbandingan Keputusan Pembelian Online Dan Offline Customer Pada or-K 689 Clothing. Jurnal Menara Ekonomi: Penelitian Dan Kajian Ilmiah Bidang Ekonomi, 6(2), 34–40. doi: 10.31869/me.v6i2.1812
Hamawan, Saefullah, A., Santoso, S. (2014). Analisa Dan Perancangan Sistem Informasi Penjualan Online (E-Commerce) Pada CV Selaras Batik. Scientific Journal Of Informatics, 1(1), 53–64. doi: 10.15294/sji.v1i1.3641
Huang, Z., & Benyoucef, M. (2020). The Effects Of Social Commerce Design On Consumer Purchases: The Role Of Digital Place And Usability. Journal Of Retailing And Consumer Services, 56, 102-116. doi: 10.1016/j.elerap.2017.08.003
Imron, M. S., & Nurdian, Y. (2021). Digitalisasi Pemasaran Keripik Tempe Dalam Menghadapi Persaingan Dagang Selama Pandemi Covid-19. Transformasi: Jurnal Pengabdian Masyarakat, 17(1), 65–76. doi: 10.20414/transformasi.v17i1.3129
Jumawan, Nugroho, A.A., Kambuno, L., Melani, P.A.S., Aprilia, T., Putri, Z.A. (2024). Pengaruh Promosi Online Terhadap Keputusan Konsumen Pada Pembelian Kosmetik Di Online Shop. Jurnal Ilmiah Multidisiplin, 2(4), 489-497. doi: 10.5281/zenodo.11239292
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Boston: Prentice Hall
Kusumawardhani, R., Kurniawan, I. S., Maulida, A., Cahyaat, A.D. (2020). Pelatihan UKM Rumahan Industri Pangan Sebagai Upaya Meminimalkan Kendala Berwirausaha. Jurnal Pengabdian Kepada Masyarakat (Indonesian Journal Of Community Engagement), 6(1), 23-28. doi: 10.22146/jpkm.46438
Kusumawaty, Y. (2019). Strategi Pemasaran Produk Makanan Ringan Khas Riau (Keripik Nenas Dan Rengginang Ubi Kayu). Jurnal Agribisnis, 20(2), 124–138. doi: 10.31849/agr.v20i2.2235
Maisari, A. V., Nizar, R., & Yasid, H. (2022). Determining The Priority Of The Marketing Mix Of The Kuantan-Ii Fried Banana Agroindustry Business In The Sub-District Of Lima Puluh Kota Pekanbaru Using AHP Method. Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian Dan Agribisnis, 21(1), 69–84. doi: 10.31186/jagrisep.21.1.69-84
Nuraeni, L. & Harnanik. (2017). Strategi Bauran Pemasaran Usaha Kecil Keripik Bhineka Di Desa Belendung Kecamatan Purwadadi Kabupaten Subang. Economic Education Analysis Journal, 6(2), 647–655. Retrieved from https://journal.unnes.ac.id/sju/eeaj/article/view/16453
Pradini, E., Haryono, D., & Indriani, Y. (2021). Analisis Bauran Pemasaran (Marketing Mix) Keripik Pisang di Sentra Industri Keripik Kota Bandar Lampung. Jurnal Ilmu Ilmu Agribisnis: Journal of Agribusiness Science,, 9(4), 685-692. doi: 10.23960/jiia.v9i4.5407
Rachman, Arif & Yochanan, Elisha & Samanlangi, Andi & Purnomo, Hery. (2024). Metode Penelitian Kuantitatif, Kualitatif Dan R&D. Karawang: CV Saba Jaya Publisher
Rahmawati, W. A., & Lestari, A. (2023). Kendala Kecepatan Pengiriman Dan Pembelian Di E-commerce. Jurnal Sains Student Research, 1(1), 944-955. doi: 10.61722/jssr.v1i1.422
Rachmawati, A., Sudarto, S., & Yuniar, R. (2013). Price Sensitivity And Its Impact On Consumer Purchasing Behavior In The Local Food Industry. Journal Of Consumer Research, 45(2), 233-247. Retrieved from https://journal.trunjoyo.ac.id/agriscience
Rukka, R. M., Busthanul, N., & Fatonny, N. (2018). Strategi Pengembangan Bisnis Keripik Bayam. Jurnal Sosial Ekonomi Pertanian, 14(1), 41-54. doi: 10.20956/jsep.v14i1.3622
Sarno & Raditya, F. T. (2021). Penerapan Strategi Bauran Pemasaran Keripik Pisang (Studi Kasus UKM Seleraku Banjarnegara). Ekonomia, 11(2), 20-37. doi: 10.54342/stie-je.v11i2.165
Sjakoer, N. A. A., Noerhayati, E., Mardiayani, S. A., & Said, M. (2022). Gambaran Kesiapan UMKM Menuju Industri Halal Jawa TimurAn Overview of Small and Medium Enterprise (SME) Readiness towards The East Java Halal Industry.. Jurnal Agroindustri Halal, 8(2), 189–200. doi: 10.30997/jah.v8i2.5094
Sufren, & Natanael, Y. (2013). Mahir Menggunakan SPSSS Secara Otodidak. Jakarta: PT Elex Media Komputindo
Sugiyono. (2018). Metode Penelitian Kombinasi (Mixed Methods). Bandung: CV Alfabeta
Sukmawati, W., & Sunaryo, H. (2021). Pendampingan Perizinan Produk Industri Rumah Tangga (PIRT) Minuman Serbuk Jahe Instan. E-Dimas: Jurnal Pengabdian Kepada Masyarakat, 12(3), 401–406. doi: 10.26877/e-dimas.v12i3.5809
Syahrial & Ahmad, Y. (2015). Analysis of the Influence of Product, Price, Promotion, and Location on Purchasing Decisions. Journal of Social and Management. 4 (2), 176-192. Retrieved from http://jurnal.fisarresearch.or.id/index.
php/salman/index
Syarif, F., & Adnan, N. (2019). Pertumbuhan Dan Keberlanjutan Konsep Halal Economy Di Era Moderasi Beragama. Jurnal Bimas Islam, 12(1), 93–122. doi: 10.37302/jbi.v12i1.97
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2021). From Multi-Channel Retailing To Omni-Channel Retailing: Introduction To The Special Issue On Smulti-Channel Retailing. Journal Of Retailing, 97(1), 63-68. doi: 10.1016/j.jretai.2015.02.005
Zeithaml, V. A. (1988). Consumer Perceptions Of Price, Quality, And Value: A Means-End Model And Synthesis Of Evidence. Journal Of Marketing, 52(3), 2-22. doi: 10.2307/1251446
Afifah, N. Y. (2014). Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Tenaga Kerja Untuk Tetap Bekerja Di Sektor Pertanian. Jurnal Ilmu Ekonomi FEB Universitas Brawijaya, 2(2), 1–12. Retrieved from https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/1306
Anjayani, P. R., & Febriyanti, I . R. (2022). Analisis Strategi Bauran Pemasaran untuk Meningkatkan Volume Penjualan (Studi Pada UMKM YJS Sukabumi). Jurnal Multidisiplin Madani, 2(9), 3610–3617. doi: 10.55927/mudima.v2i9.1175
Chandra, G. C., & Haryadi, B. (2016). Proses Inovasi Produk Pada PT Mekar Usaha Nasional. Agora, 4(2), 338–344. Retrieved from http://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/4973%0Ahttps://media.neliti.com/media/publications/56617-ID-none.pdf
Central Statistics Agency. (2024). Luas Panen Dan Produksi Di Provinsi Lampung. Badan Pusat Statistik Lampung. Retrieved from https://lampung.bps.go.id/id
Fauzi, N. R., & Sisilia, K. (2020). Analisis Perbandingan Keputusan Pembelian Online Dan Offline Customer Pada or-K 689 Clothing. Jurnal Menara Ekonomi: Penelitian Dan Kajian Ilmiah Bidang Ekonomi, 6(2), 34–40. doi: 10.31869/me.v6i2.1812
Hamawan, Saefullah, A., Santoso, S. (2014). Analisa Dan Perancangan Sistem Informasi Penjualan Online (E-Commerce) Pada CV Selaras Batik. Scientific Journal Of Informatics, 1(1), 53–64. doi: 10.15294/sji.v1i1.3641
Huang, Z., & Benyoucef, M. (2020). The Effects Of Social Commerce Design On Consumer Purchases: The Role Of Digital Place And Usability. Journal Of Retailing And Consumer Services, 56, 102-116. doi: 10.1016/j.elerap.2017.08.003
Imron, M. S., & Nurdian, Y. (2021). Digitalisasi Pemasaran Keripik Tempe Dalam Menghadapi Persaingan Dagang Selama Pandemi Covid-19. Transformasi: Jurnal Pengabdian Masyarakat, 17(1), 65–76. doi: 10.20414/transformasi.v17i1.3129
Jumawan, Nugroho, A.A., Kambuno, L., Melani, P.A.S., Aprilia, T., Putri, Z.A. (2024). Pengaruh Promosi Online Terhadap Keputusan Konsumen Pada Pembelian Kosmetik Di Online Shop. Jurnal Ilmiah Multidisiplin, 2(4), 489-497. doi: 10.5281/zenodo.11239292
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Boston: Prentice Hall
Kusumawardhani, R., Kurniawan, I. S., Maulida, A., Cahyaat, A.D. (2020). Pelatihan UKM Rumahan Industri Pangan Sebagai Upaya Meminimalkan Kendala Berwirausaha. Jurnal Pengabdian Kepada Masyarakat (Indonesian Journal Of Community Engagement), 6(1), 23-28. doi: 10.22146/jpkm.46438
Kusumawaty, Y. (2019). Strategi Pemasaran Produk Makanan Ringan Khas Riau (Keripik Nenas Dan Rengginang Ubi Kayu). Jurnal Agribisnis, 20(2), 124–138. doi: 10.31849/agr.v20i2.2235
Maisari, A. V., Nizar, R., & Yasid, H. (2022). Determining The Priority Of The Marketing Mix Of The Kuantan-Ii Fried Banana Agroindustry Business In The Sub-District Of Lima Puluh Kota Pekanbaru Using AHP Method. Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian Dan Agribisnis, 21(1), 69–84. doi: 10.31186/jagrisep.21.1.69-84
Nuraeni, L. & Harnanik. (2017). Strategi Bauran Pemasaran Usaha Kecil Keripik Bhineka Di Desa Belendung Kecamatan Purwadadi Kabupaten Subang. Economic Education Analysis Journal, 6(2), 647–655. Retrieved from https://journal.unnes.ac.id/sju/eeaj/article/view/16453
Pradini, E., Haryono, D., & Indriani, Y. (2021). Analisis Bauran Pemasaran (Marketing Mix) Keripik Pisang di Sentra Industri Keripik Kota Bandar Lampung. Jurnal Ilmu Ilmu Agribisnis: Journal of Agribusiness Science,, 9(4), 685-692. doi: 10.23960/jiia.v9i4.5407
Rachman, Arif & Yochanan, Elisha & Samanlangi, Andi & Purnomo, Hery. (2024). Metode Penelitian Kuantitatif, Kualitatif Dan R&D. Karawang: CV Saba Jaya Publisher
Rahmawati, W. A., & Lestari, A. (2023). Kendala Kecepatan Pengiriman Dan Pembelian Di E-commerce. Jurnal Sains Student Research, 1(1), 944-955. doi: 10.61722/jssr.v1i1.422
Rachmawati, A., Sudarto, S., & Yuniar, R. (2013). Price Sensitivity And Its Impact On Consumer Purchasing Behavior In The Local Food Industry. Journal Of Consumer Research, 45(2), 233-247. Retrieved from https://journal.trunjoyo.ac.id/agriscience
Rukka, R. M., Busthanul, N., & Fatonny, N. (2018). Strategi Pengembangan Bisnis Keripik Bayam. Jurnal Sosial Ekonomi Pertanian, 14(1), 41-54. doi: 10.20956/jsep.v14i1.3622
Sarno & Raditya, F. T. (2021). Penerapan Strategi Bauran Pemasaran Keripik Pisang (Studi Kasus UKM Seleraku Banjarnegara). Ekonomia, 11(2), 20-37. doi: 10.54342/stie-je.v11i2.165
Sjakoer, N. A. A., Noerhayati, E., Mardiayani, S. A., & Said, M. (2022). Gambaran Kesiapan UMKM Menuju Industri Halal Jawa TimurAn Overview of Small and Medium Enterprise (SME) Readiness towards The East Java Halal Industry.. Jurnal Agroindustri Halal, 8(2), 189–200. doi: 10.30997/jah.v8i2.5094
Sufren, & Natanael, Y. (2013). Mahir Menggunakan SPSSS Secara Otodidak. Jakarta: PT Elex Media Komputindo
Sugiyono. (2018). Metode Penelitian Kombinasi (Mixed Methods). Bandung: CV Alfabeta
Sukmawati, W., & Sunaryo, H. (2021). Pendampingan Perizinan Produk Industri Rumah Tangga (PIRT) Minuman Serbuk Jahe Instan. E-Dimas: Jurnal Pengabdian Kepada Masyarakat, 12(3), 401–406. doi: 10.26877/e-dimas.v12i3.5809
Syahrial & Ahmad, Y. (2015). Analysis of the Influence of Product, Price, Promotion, and Location on Purchasing Decisions. Journal of Social and Management. 4 (2), 176-192. Retrieved from http://jurnal.fisarresearch.or.id/index.
php/salman/index
Syarif, F., & Adnan, N. (2019). Pertumbuhan Dan Keberlanjutan Konsep Halal Economy Di Era Moderasi Beragama. Jurnal Bimas Islam, 12(1), 93–122. doi: 10.37302/jbi.v12i1.97
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2021). From Multi-Channel Retailing To Omni-Channel Retailing: Introduction To The Special Issue On Smulti-Channel Retailing. Journal Of Retailing, 97(1), 63-68. doi: 10.1016/j.jretai.2015.02.005
Zeithaml, V. A. (1988). Consumer Perceptions Of Price, Quality, And Value: A Means-End Model And Synthesis Of Evidence. Journal Of Marketing, 52(3), 2-22. doi: 10.2307/1251446