PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK JUS AGRISETA PADA LABORATORIUM HOME AGROINDUSTRI MODEL UNISMA

Abstract

Abstract

Advances in science and technology encourage business actors to continue to increase competitiveness through product innovation and effective marketing strategies. The increasingly tight competition in the processed fruit beverage market, such as juice, requires business actors to be careful in understanding consumer needs and preferences. Agriseta juice produced by the Home Agroindustry Model Laboratory of the Islamic University of Malang, is one of the superior products developed to meet the demand for healthy and quality drinks. However, fluctuating sales indicate the need to strengthen marketing strategies. The purpose of this study was to determine the 7P marketing mix of Agriseta juice products at the Unisma Home Agroindustry Model Laboratory and to determine the effect of the 7P marketing mix on purchasing decisions for Agriseta juice products at the Unisma Home Agroindustry Model Laboratory. The research method used a quantitative approach. The results of the study showed that the multiple linear regression analysis of the Adjusted R Square (R²) value was 0.695%, which means that the elements of the 7P marketing mix were able to significantly explain the influence on purchasing decisions for Agriseta juice. The results of the F test show a significance value of ≤ 0.05, meaning that simultaneously all variables (product, price, place, promotion, people, process, and physical evidence) influence purchasing decisions. The results of the t test obtained are variables that have a significant effect of ≤ 0.05, including the variables of place, promotion, process and physical evidence. And those that do not have a significant effect include the variables of product, price and people. The results of the multiple linear regression analysis show that of the 7 variables tested, only four variables have a significant effect on purchasing decisions. This means that in this study, purchasing decisions are more influenced by factors such as location/place, promotions carried out, service processes, and physical evidence (such as facilities, appearance, or physical environment), rather than by products, prices, and people (service actors).

Keyword: Purchasing Decision, Agriseta Juice Product, Unisma Model Home Agroindustry Laboratory