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.
Penulis: Devi Wulan Suci,
Eliza ', Evy Maharani
Kode Jurnal: jppertaniandd140650
