ANALISIS BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN SAYURAN PADA SUB TERMINAL AGRIBISNIS (STA) MANTUNG KECAMATAN PUJON KABUPATEN MALANG

Abstract

The purpose of this study was to determine the 4P marketing mix consisting of product, price, place, promotion and the influence of the marketing mix on the decision to purchase vegetables simultaneously. The research was conducted at the Mantung Agribusiness Sub Terminal, Pujon District, Malang Regency. The research approach uses descriptive analysis with a quantitative approach. The sampling method used was non-probability sampling with purposive sampling technique in order to obtain 30 respondents. The results of the analysis show that STA Mantung markets a variety of vegetables. Through the process of sorting and grading vegetables have good quality and safe packaging. The pricing system is adapted to middlemen or wholesalers. STA Mantung is in a strategic location and easy to reach. Farmers and traders do not carry out promotions, so the government through STA managers helps provide price information broadcast through social media, electronics and newspapers to help promote. According to consumers, product, place and promotion variables affect vegetable purchasing decisions, while price variables have no effect on vegetable purchasing decisions. Chi Square_count 24,549 > Chi-Square_table 9,488. The 4P marketing mix influences consumer decision making to buy vegetables at STA Mantung by 76.4%.