Pengaruh Bauran Pemasaran dan Brand Equity Terhadap Keputusan Pembelian Beras Organik Merek “Hotel” di Kota Malang

Fitria Ayu Nandhita, Masyhuri Machfudz, Titis Surya Maha Rianti

Abstract


Abstract

The communities need for organic rice continues to increase every year along with changes in people's lifestyles towards a healthy lifestyle. This has led to the emergence of many organic rice brands on the market, one of which is the “Hotel” brand. Each brand needs to implement the right marketing strategy in order to increase its competitive advantage and maintain its brand in the market. This study aims to analyze the effect of marketing mix and brand equity on purchasing decisions for the "Hotel" brand of organic rice in Malang City. This study was conducted from December 2024 to February 2025 in Malang City. The sample in this study were 90 respondents of "Hotel" brand organic rice consumers. This study was analyzed using the Structural Equation Modeling (SEM) method with SmartPLS software version 3.0. Based on the analysis results, it is known that the variables, including product (X1), place (X3), promotion (X4), perceived quality (X6), brand association (X7), and brand loyalty (X8) have a significant effect on purchasing decisions (Y). Meanwhile, the price variables (X2) and brand awareness (X5) do not have a significant influence on purchasing decisions (Y) for the “Hotel” brand of organic rice in Malang City.

Keyword: Marketing Mix, Brand Equity, Organic Rice, Purchase Decisions

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References


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