Marketing Mix Terhadap Purchase Decision Konsumen Sayuran Hidroponik
DOI:
https://doi.org/10.25181/jofsa.v9i1.4121Keywords:
Hydroponics, Purchasing Decisions, Marketing Mix, VegetablesAbstract
The purpose of this study is to analyze the marketing mix variables in hydroponic vegetable businesses, to analyze the influence of marketing mix variables on purchasing decisions. This study was conducted using survey and direct observation methods. The sampling method in this study will be carried out using the accidental sampling method. The analysis techniques used are descriptive analysis and Structural Equation Modeling (SEM) analysis. The results of the study show that from the 7P marketing mix there are two variables that have a significant effect on purchasing decisions, namely physical evidence (0.075 <0.10) and Promotion (0.056 <0.10).
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