Cahyaningrum, Nola Sevilestari (2021) PENGARUH BAURAN PEMASARAN (MARKETING MIX) TERHADAP KEPUTUSAN KONSUMEN MEMBELI JAMU INSTAN PRODUKSI KELOMPOK JATI HUSADA MULYA, DESA ARGOMULYO KECAMATAN SEDAYU KABUPATEN BANTUL. Masters thesis, Politeknik Pembangunan Pertanian Yogyakarta.
Full text not available from this repository.Abstract
This study aimed to determine the effect of the marketing mix on consumer decisions to purchase instant herbal medicine produced by the Jati Husada Mulya Group. The research was conducted in the Jati Husada Mulya Group, Argomulyo Village, Sedayu District, Bantul Regency. The research used descriptive quantitative and causal relationship (cause and effect) methods with the sampling technique was performed by accidental sampling with 32 respondents. The results showed that the price variable partially had a significant effect on consumer decisions to buy JHM instant herbal medicine. Simultaneously, the 4P variables (product, price, promotion, place) had a significant effect on consumer decisions to buy instant herbal medicine produced by the Jati Husada Mulya Group. The effect of product, price, promotion, and location variables on consumer decisions in purchasing instant herbal medicine produced by the Jati Husada Mulya Group was 59.6%, while the rest of 40.4% was influenced by other factors or variables not listed in this study. Key words: effect, marketing mix, consumer decisions, instant herbal medicine
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | Jurusan Pertanian > Prodi Penyuluhan Pertanian Berkelanjutan |
| Depositing User: | Ririn Indriyati |
| Date Deposited: | 28 Dec 2021 07:10 |
| Last Modified: | 28 Dec 2021 07:10 |
| URI: | http://repository.pertanianpolbangtanyoma.ac.id/id/eprint/253 |
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