Abstract
The objective of study is to determine the influence of the marketing mix components; that are products (X1), place (X2), price (X3), and promotions (X4) to the consumer buying decision of jackfruit chips at UD Afalia Jaya in Kabupaten Malang. The population in this study was all of the consumer who buy jackfruit chips at UD Afalia Jaya. Sampling was done by accidental sampling method and obtained 120 respondents as sample. Primary data was collected using questionnaire as the research instrument. The results showed that products (X1), place (X2), price (X3), and promotions (X4) have a significant effect on the consumers’ buying decision (Y) in simultaneous test. The results of the partial test showed that only products (X1), price (X3), and promotions (X4) have a significant effect on the consumers’ buying decision (Y). The variable of place (X2) have not significant effect on the consumers’ buying decision because the location of UD Afalia Jaya was not strategic and UD Afalia Jaya does not have much network to distribute or sell its products
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