Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pudak di Toko Pudak Sari Kelapa Gresik

Abstract

Pudak is a typical Gresik food that has been developed by MSMEs. Increasing business competition demands Sari Kelapa as Pudak's producer to understand the characteristics of the marketing mix. This study aims to analyze the contribution of Pudak's marketing mix at Toko Sari Kelapa Gresik and determine the variation of the direct marketing mix contribution. Data collection using interviews, questionnaires, observation. Sampling was done by chance, namely Accidental Sampling with 55 respondents. This research approach is a descriptive approach with a quantitative approach. Descriptive approach, with quantitative analysis derived from the data from the distribution of questionnaires to the respondents of Pudak buyers. Quantitative analysis using Structural Equation Modeling (SEM) PLS 3.0 method by analyzing the contribution of the marketing mix. The results showed that the contribution of the product marketing mix (0.002), place (0.023), promotion (0.012) had a positive and significant effect on purchasing decisions for Pudak at Sari Kelapa Gresik Store. While the price variable (0.189) has a positive but not significant effect on Pudak purchasing decisions at Sari Kelapa Gresik Stores. Product and promotion variables are the variables that have the greatest variation in contribution as seen from their respective indicators.