Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Kacang Edamame Oleh Konsumen Rumah Tangga Pada Pasar Swalayan

Abstract

Edamame is a product which has a big advantage to be developed, specifically by the product's market, as it is good in terms of taste and nutrition. Hypermarkets nowadays sell edamame but they have not known what marketing mix affects consumer's purchasing decision towards edamame. This research aimed to find: 1) Consumer’s perception of edamame's marketing mix at hypermarkets in East Jakarta, 2) To Evaluate consumer’s purchasing decision of edamame at hypermarkets in East Jakarta, 3) The influence of edamame's marketing mix affecting consumer’s purchasing decision, 4) The largest influence of edamame's marketing mix which affects consumer’s purchasing decision. The method of this research used the survey method and the sampling method used was the non-probability sampling method with accidental sampling technique. A total of 100 respondents were calculated using the linear time function formula. The location of this research is chosen purposively which is 4 hypermarkets located in East Jakarta. The method of this research is descriptive analysis and path analysis. The results showed that: 1) Edamame’s marketing mix is done well according to the continuum line, 2) Consumer’s purchasing decision of edamame is done well according to the continuum line, 3) The marketing mix simultaneously significantly influenced consumer’s purchasing decision of edamame, 4) The promotion variable (X4) gives the biggest influence towards consumer’s purchasing decision of edamame. The implication of this research is to increase activities of promotions of edamame.