The Effect of Marketing Strategy on the Consumptive Behaviour of the People of Bengkulu City in the Month of Ramadan 2024
Keywords:
Marketing Mix, Consumer Behavior, Consumptive Behavior, Marketing StrategyAbstract
The phenomenon of consumptive behavior during the lead-up to Ramadan in Indonesia, particularly in Bengkulu City, has become an annual occurrence. This serves as the background for this study, which aims to analyze the influence of marketing strategy elements, specifically the 4P marketing mix (Product, Price, Place, and Promotion), on the consumptive behavior of Bengkulu City residents during Ramadan 2024. This research employs a quantitative method, with data collected through questionnaires. The questionnaires consist of questions relevant to the research topic and were distributed to 30 respondents selected using an accidental sampling technique. The collected data were analyzed using multiple linear regression analysis to test the hypotheses. The findings reveal that the marketing strategy elements represented by the 4P marketing mix have a positive influence on the consumptive behavior of Bengkulu City residents during Ramadan 2024. These results indicate that an effective combination of marketing strategies, such as product adjustments, pricing strategies, distribution locations, and promotional efforts, plays a significant role in encouraging increased consumer spending during this period.
References
Adinata, A. F., Pujianto, W. E., Sidoarjo, N. U., Ramadhan, B., & Ramadhan, S. (2023). Analisis Perilaku Konsumtif Gen Z Pada Bulan Ramadhan 1444 Hijriah (Studi Kasus di Desa Ketegan). 2(2), 2–6.
Adzkiya, A. (2018). Analisis Perilaku Konsumtif dan Faktor Pendorongnya (Studi Kasus Mahasiswa Universitas Islam Negeri Syarif Hidayatullah Jakarta Angkatan 2017). (Vol. 3, Issue 2).
Aghitsni, W. I., & Busyra, N. (2022). Strategi Pemasaran Pada Bulan Ramadhan: Pembelajaran Dari Pedagang Pasar Tradisional. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 6(3), 38–51.
Alfitriyani, D. (2020). Pengaruh Media Sosial Terhadap Perilaku Konsumtif Mahasiswa. Jurnal Penelitian, 4(1), 133–147.
Ananda, G. C. (2019). Faktor-Faktor Yang Mempengaruhi Frekuensi Beli Konsumen Pada Pasar Swalayan Maju Bersama Marendal Medan. Jurnal Ilmiah Abdi Ilmu, 12(2), 20–32.
Andy, S. (2018). Hakikat puasa Ramadhan dalam perspektif tasawuf (tafsir QS Al-Baqarah: 183). Anon n.D., 1–17.
Creswell, J. W., & Creswell, J. D. (2017). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. SAGE Publications. https://books.google.co.id/books?id=335ZDwAAQBAJ
Firmansyah, M. A. (2018). Perilaku Konsumen (Perilaku konsumen). In Cv Budi Utama: Vol. 5 No. (Issue september). https://www.academia.edu/37610166/PERILAKU_KONSUMEN_PERILAKU_KONSUMEN_MAKALAH_PERILAKU_KONSUMEN
Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen. Jurnal Manajemen Dan Inovasi (MANOVA), 1(2), 14–23. https://doi.org/10.15642/manova.v1i2.350
Hermawan, S., & Amirullah. (2021). Metode Penelitian Bisnis: Pendekatan Kuantitatif & Kualitatif. Media Nusa Creative (MNC Publishing). https://books.google.co.id/books?id=tHNMEAAAQBAJ
Hertina, D., Adiwijaya, S., Utama, A. N. B., Basbeth, F., Agustina, T. S., Anggraini, F. dyah, & Syarif, A. (2017). Buku Ajar KEWIRAUSAHAAN. In Buku Ajar KEWIRAUSAHAAN (Issue January). https://doi.org/10.21070/2017/978-602-5914-55-3
Hidayat, A. (2016). Budaya Konsumen Bulan Ramadan Bagi Masyarakat Modern Di Indonesia. Kebudayaan Islam, 14, 267–278.
Hidayati, N., & Andriani, I. (2021). Program Khusus Ramadhan Rri Palangka Raya Islam Menjawab Tahun 2021. Prosiding Konferensi Nasional Pengabdian Masyarakat Universitas Islam Malang, 2, 121–130.
Kotler, P., & Armstrong, G. (2014). Principles of Marketing. Pearson. https://books.google.co.id/books?id=EKAnlwEACAAJ
Kurriwati, N., Cv, C. M. A. P., & Aksara, E. M. (2023). Buku Ajar Perencanaan Pemasaran Pendekatan Teori, Studi Kasus, Dan Soal Diskusi Penulis.
Mauludin, M. S. (2023). Analisis Perilaku Konsumen dalam Transaksi di E-commerce. Indonesian Journal of Computer Science, 12(6). https://doi.org/10.33022/ijcs.v12i6.3483
Melina, A., & Wulandari, S. (2018). Pengaruh Literasi Ekonomi dan Gaya Hidup terhadap Perilaku Konsumtif Mahasiswi Pendidikan Ekonomi STKIP YPM Bangko. Scientific Journals of Economic Education, 2(1), 141–152.
Nur, Z., Falahi, A., & Fikri, M. H. (2023). Manfaat Manajemen Diri Dalam Menghadapi Puasa Ramadhan. ABDI SABHA (Jurnal Pengabdian Kepada Masyarakat), 4(1), 48–61.
Nurdin, I., & Hartati, S. (2019). Metodologi Penelitian Sosial. Media Sahabat Cendekia. https://books.google.co.id/books?id=tretDwAAQBAJ
Setioningtyas, W. P., & Wisnu, S. (2017). Analisis Faktor-Faktor Pada Perilaku Pembelian Konsumen Terhadap Produk Makanan dan Minuman Lokal di Kota Surabaya. Jurnal Studi Manajemen Dan Bisnis, 4(2), 181–195. https://doi.org/10.21107/jsmb.v4i2.6596
Tambayong, J. D., Silvya, L. M., & Imelda, W. J. O. (2021). Analisis Pengaruh Marketing Mix (4P) Terhadap Keputusan Pembelian Di Rumah Makan Ayam Penyet Sugi Rasa Khas Cirebon Manado. Jurnal Emba: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(3), 131–140.
Yusuf, A. M. (2016). Metode Penelitian Kuantitatif, Kualitatif & Penelitian Gabungan. Prenada Media. https://books.google.co.id/books?id=RnA-DwAAQBAJ
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Pefriyadi Pefriyadi (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
