PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN TANAMAN SEEDLING ANGGREK (Di PT Java Indo Arjuna Kecamatan Singosari Kabupaten Malang)

Sintia Melinda, Noerhadi Sudjoni, Bambang Siswadi

Abstract


Abstract

One of the places that markets orchid plants is in Gunungrejo Village, Singosari District, Malang Regency, East Java, namely PT. Java Indo Arjuna. Maintaining agricultural land so that it does not change land function is very important for the government to prevent the conversion of agricultural land into residential areas. In sales at PT. Java Indo Arjuna Seedling orchids are more popular with consumers compared to other orchid plants. Judging from the sales data from August - November, the Seedling orchid product sold up to 42,268 orchid plants compared to other orchid plant products which sold just under 4,000 orchid plants. This research was conducted using a descriptive analysis approach with a quantitative approach. The aim of this research is to determine the influence of the marketing mix on purchasing decisions for orchid seedling plants at PT. Java Indo Arjuna.

Based on the results and discussion above in research on the influence of the marketing mix on purchasing decisions for seesling orchid plants at PT. Java Indo Arjuna can be concluded: That the product variable has a positive influence on purchasing decisions with indicators of product variation, price, promotion and place having a significant influence on purchasing decisions. This means that of the 4 marketing elements that contribute more to the decision to purchase orchid seedling plants at PT. Java Indo Arjuna is a product. Price and Place. Suggestions from the author for companies should be PT Managers. Java Indo Arjuna is advised to promote in a new way, namely taking part in certain events held at Batu City or Malang Raya events so that it can be known internationally. Apart from that, you can collaborate with mass media which can increase the dissemination of information about PT. Java Indo Arjuna. For future researchers who are interested in carrying out similar research, it would be best to examine other variables such as people variables, process variables and physical evidence variables aimed at the product environment being described and the company interacting with consumers. Or other variables to be studied that are not included in this research.

Keywords: Consumer Decisions, Marketing Mix, Analysis SEMPls.

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