Detail Cantuman

Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Konsumen Pada Produk Beras Organik “Prima” Di Sumberjambe Jember. Influence of Marketing Mix to Consumer Buying Decision on Organic Rice Prima Product at Sumberjambe Jember.advisor: Dr. Ir. Ridwan Iskandar, MT and Dessy Putri Andini, SE, MM




Kiki Riski Lestari

Agroindustrial Management Program
Department of Agribusiness Management


ABSTRACT


Final Decision location is housed at the hamlet of East Gerdu, RT. 019, RW. 009, Rowosari Village, Jalan roar, District Sumberjambe, Jember, East Java. The purpose of this study is (1) Know and analyze the effect of the variable product (X1), price (X2), promotion (X3), distribution channels (X4), people (X5), process (X6), and physical environment (X7) significantly on purchasing decisions Prima Organic Rice Sumberjambe Jember. (2) Determine and analyze the effect of the marketing mix variables which most dominant influence on purchasing decisions Prima Organic Rice Sumberjambe Jember. (3) Know and analyze the effect of the variable product (X1), price (X2), promotion (X3), distribution channels (X4), people (X5), process (X6), and physical environment (X7) simultaneously against the decision Organic Rice purchases Prima Sumberjambe Jember. Analysis techniques used in this research is multiple linear regression. From the test results can be concluded that: (1) significantly price and promotions significantly influence purchasing decisions, while products, distribution channels, people, processes and physical environment does not significantly influence the purchasing decision. (2) The most dominant variable influencing purchasing decisions is variable promotion. (3) Simultaneously product, price, promotion, distribution channels, people, processes and physical environment significantly influence purchasing decisions.



Key words: Marketing Mix, Purchasing Decisions, Organic Rice Prima.