ANALISIS NILAI TAMBAH DAN PENGARUH BAURAN PEMASARAN 4P TERHADAP KEPUTUSAN PEMBELIAN KERIPIK JAMUR TIRAM DI UMKM AGRONUSA MUSHROOM

Rafita Nur Sholeha, Masyuhri Machfudz, Bambang Siswadi

Abstract


Abstract

This study aims to analyze the added value and examine the influence of the marketing mix (4Ps: product, price, place, and promotion) on purchasing decisions of oyster mushroom chips at Agronusa Mushroom MSME. A quantitative approach was applied using the Hayami method for value-added analysis and multiple linear regression for marketing variables. The results showed that processing oyster mushrooms into chips generated an added value of IDR 12,344/kg with a 53% ratio, categorized as high. Partially, the variables of product, price, and place had a significant effect on purchase volume, while promotion had no significant effect. These findings suggest the need for strengthened marketing strategies through product development, expanded distribution channels, and the use of digital platforms.

Keywords: added value, marketing mix, purchasing decision, oyster mushroom, MSME

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References


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