Putri, Amilia Eka (2024) Pengaruh Bauran Pemasaran dan Persepsi Konsumen terhadap Keputusan Pembelian Sayuran Hidroponik (Studi Kasus pada Kebun Hidroponik Griya Botani). Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
Increasingly fierce competition encourages entrepreneurs to continue to market their products in order to win the market. In winning the increasingly fierce market competition, a company needs to maintain customer loyalty through the marketing mix and consumer perceptions. This study aims to analyze the effect of marketing mix and consumer perceptions on purchasing decisions for hydroponic vegetables at Kebun Hidroponik Griya Botani. The sampling technique in this study used accidental sampling. The number of samples used was 50 respondents. The analysis used is SEM PLS with the WarpPLS program. The results showed that marketing mix variables (product, price, place, promotion, people, physical evidence, process) had a significant effect on purchasing decisions for hydroponic vegetables, while consumer perception variables (health awareness and food safety) had no significant effect on purchasing decisions for hydroponic vegetables. Keywords: Marketing mix, consumer perception, purchasing decision
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Amilia Eka Putri | ||||||||||||
| Date Deposited: | 23 Sep 2024 03:02 | ||||||||||||
| Last Modified: | 23 Sep 2024 03:02 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/29959 |
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