Pengaruh Bauran Pemasaran Terhadap Keputusan Konsumen Dalam Pembelian Buah dan Sayur Sistem Ritel di Pasar Buah Pekanbaru

Abstract: This research aims to determine the effect of marketing mix on consumer purchasing decisions of fruit and vegetables in Pasar Buah Pekanbaru jointly or partially and to know the marketing mix consisting of product (X1), price (X2), place (X3), promotion (X4) and service (X5), the dominant influence on consumer decisions in the purchase of fruits and vegetables in Pasar Buah Pekanbaru. Sample selection method used was purposive sampling with total sample of 50 people for fruit respondents and 50 people for vegetables respondents. The research has been done on October 2013 in Pasar Buah Pekanbaru. The results showed that the marketing mix consisting of product, price, location, promotion and service have an effect simultaneously (jointly) on consumer purchasing decisions of fruit and vegetables in Pasar Buah Pekanbaru with results F-hitung test obtained, seen F-hitung for purchase of fruit and for purchase of vegetable is greater than F-tabel.
Meanwhile, partial (individual), product, place and service variables that influence the purchasing decisions of consumers of fruit and vegetables with t-hitung for purchase of fruit, product, place and service and than t-hitung for purchase of vegetables, product, place and service showed greater than t-table so that both variables are significant. From the analysis showed that the product variable, the dominant influence on consumer purchase of fruit. From the analysis showed that the place variable, the dominant influence on consumer purchase of vegetables in Pasar Buah Pekanbaru with results of regression analysis showed the greatest value.
Key words: Marketing mix, Consumer’s decision, Consumer, Fruit and Vegetables
Penulis: Devi Wulan Suci, Eliza ', Evy Maharani
Kode Jurnal: jppertaniandd140650

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