BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN, KEPUASAN DAN LOYALITAS KONSUMEN SAYURKU.EAT DI CV. BERLIAN JAYA

Abstract

Abstract

Agriculture has an important role in the economic sector and people's welfare. Horticulture is one of the main agricultural commodities in Indonesia. One of the horticultural vegetable productions that can encourage agricultural prosperity in Indonesia is the East Java region. One of the vegetable productions in East Java is Sayurku.eat which is managed by CV. Berlian Jaya and Sayurku.eat are companies engaged in the production and distribution of vegetables. Sayurku.eat implements a 7P marketing mix strategy, namely related to product, price, place, promotion, people, physical evidence and process which can encourage purchasing decisions, satisfaction and consumer loyalty when shopping at Sayurku.eat. The aim of this research is to determine the influence of the marketing mix on purchasing decisions, consumer satisfaction and consumer loyalty. Research was conducted on Sayurku.eat consumers at CV. Berlian Jaya from August to September. The method used in this research is a descriptive method with a correlational type. The data analysis method used in this research is descriptive statistical analysis with the help of tabulation and Structural Equation Modeling (SEM) analysis. The results of this research are that the influence of the latent variable is said to be significant because the p-values are <0.05 and the t-statistics value is >1.96, so statistically Ho is rejected or Ha is accepted. So that the marketing mix consisting of product, price, promotion, place, people, process and physical evidence can have a significant influence and can increase purchasing decisions, satisfaction and loyalty of Sayurku.eat consumers at CV. Berlian Jaya.

Keyword: Marketing Mix, Vegetables, Structural Equation Modeling (SEM)