PERSEPSI KONSUMEN TERHADAP MARKETING MIX (BAURAN PEMASARAN) PADA PEMBELIAN SAYURAN (Studi Kasus Di Superindo Kota Malang)

Abstract

Abstract

The purpose of this research is (1) to determine the condition of consumers' socio-economic factors. (2) to determine consumer perceptions of the marketing mix in making decisions to purchase vegetables at Superindo. (3) to determine the influence of socio-economic factors and consumer perceptions on the marketing mix on purchasing decisions. The research location is Superindo, Malang City. The sampling technique used in this research is Accidental Sampling, namely using respondents who were met by chance and not planned beforehand. This research was conducted using a quantitative method approach. The quantitative approach is used to see the influence of socio-economic factors and consumer perceptions on the marketing mix on purchasing decisions using logistic regression. Based on the tabulation results, consumers who buy vegetables at Superindo are dominated by women, aged 20-25 years, with a high school education, working as housewives with an income of < IDR 2,000,000 in one month. The results of the analysis prove that the variables that have significant value in consumers' decisions to buy vegetables at Superindo are product, price, promotion, physical evidence and gender.

Keyword: Perception, Consumer, Vegetable, Logistic Regression Analysis