Analisis Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Cuka Apel Merek Magnolia (Studi Kasus : Sarmon Sari Lemon, Toko Online Shopee, Kota Batu)

Nilam Suci Rahmawati, Moch Noerhadi Sudjoni, Masyhuri Machfudz

Abstract


Abstract

The economic development of Batu City has considerable potential through the agricultural industry which is famous for its special commodity of apples. Through diversification of processed products such as apple vinegar made from organic and natural ingredients, it has various benefits for the health of the body. Based on surveys and evaluations, Batu City is a producer of apple vinegar products under the Magnolia brand. The purpose of this study was to determine the effect of marketing mix variables on purchasing decisions for Magnolia brand apple vinegar at Shopee Sarmon Sari Lemon online store in Batu City. The research was conducted online and offline at the Sarmon Sari Lemon Shop in Batu City. The data analysis method used is Structural Equation Modeling (SEM) analysis. The results of the analysis explain that based on the distribution of respondents' answers to products, they are more interested in buying the Magnolia brand because the product quality is good and good. Respondents are attracted by discounted prices, products are easily available and can be done online and because of direct sales promotions and discounts offered. Based on the results and discussion of the research, it can be concluded that the variables in the marketing mix have a significant influence on product purchasing decisions, while the promotion variable has no significant effect on purchasing decisions for Magnolia brand apple vinegar products at the Shopee Sarmon Sari Lemon online store.

Keywords: Apple vinegar, Price, Promotion, SEM Analysis

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References


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