PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN SAYUR HIDROPONIK BAYAM BRAZIL DI KEBUN SAYUR HIDROPONIK KELOMPOK TANI BRAYAT MINULYO

Abstract

ABSTRACT

The Brayat Minulyo Farmers Group's Hydroponic Vegetable Garden is one of the producers engaged in horticulture, namely hydroponic vegetable cultivation. Marketing is the most important thing in a business it gives producers the opportunity to obtain optimal profits for the continuity of their business. The application of this marketing mix is in the form of product (product), price (price), location (place), promotion (promotion), people/HR (people), physical evidence (physical evidence), and process (process). This research was conducted at the Hydroponic Vegetable Garden of the Brayat Minulyo Farmers Group the aim of analyzing the influence of the marketing mix (7P) on consumer purchasing decisions for hydroponic vegetables, Brazilian Spinach at the Brayat Minulyo Farmers Group Hydroponic Vegetable Garden. The research method used was quantitative descriptive, sampling was carried out using accidental sampling technique with a sample size of 80 respondents. Data analysis was carried out using logistic regression analysis with the help of SPSS 21. The partial test results show that only product (X₁), place (X₃), promotion (X₄) and process (X₇) variables have a real influence on the decision to purchase hydroponic Brazilian spinach vegetables in the Brayat Minulyo Farmers Group Hydroponic Vegetable Garden.

Keyword: Marketing Mix, Purchasing Decisions, Brayat Minulyo Farmers Group