Pengaruh Marketing Mix terhadap Keputusan Pembelian Bibit Tanaman pada Kawasan Lubuk Minturun Kota Padang

Abstract

Seeing the great potential of the plant seed industry in the Lubuk Minturun area in Padang City, this research aims to identifying and analyzing the effect of Marketing Mix (Product, Price, Location, Promotion) on the Purchase Decision of Plant Seeds in the Lubuk Minturun Region of Padang City. The sample in this study was 53 buyers of plant seeds in the lower-lying areas of Padang City. This study uses regression analysis through SPSS software to analyze data, by testing the validity, reliability, classic assumption tests and hypothesis testing in the form of t-test and F-test. The test is carried out in order to determine the effect of independent variables on the dependent variable. Based on the results of this study found that the Marketing Mix (Product, Price, Location, Promotion) has partially different results and can be explained as follows: Product (X1) has a significant effect on the Decision of Purchasing Plant Seeds with a significant level amounted to 0.014. Price (X2) does not significantly influence the Decision to Purchase Plant Seeds with a significant level of 0.830. Location (X3) has no significant effect on the Decision to Purchase Plant Seeds with a significant level of 0.803. Promotion (X4) has a significant effect on the Decision to Purchase Plant Seeds with a significant level of 0,000. While the results of this study found that Marketing Mix (Product, Price, Location, Promotion) has a significant effect on the Decision to Purchase Plant Seeds with a significant level of 0,000