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Influence Of Marketing Mix (Marketing Mix) On Consumer Purchase Decisions Cachet Products In Kendari City (Case Study Of UD. Cashew Mubaraq Lombe Kendari City)

Tekper : Jurnal Teknologi dan Manajemen Industri Pertanian · Vol. 2 No. 3 (2022) · pp. 163–171

DOI
10.33772/tekper.v2i3.20692
ISSN
2721-5709
Published
2022-06-11
Publisher
Jurusan Ilmu dan Teknologi Pangan, Fakultas Pertanian,
Language
eng

Abstract

This study aims to determine the effect of the marketing mix on purchasing decisions at UD. Cashew Mubaraq Lombe, Lahundape Village, West Kendari District, Kendari City. Determination of the research location is done purposively. Data was collected by using questionnaires, interviews, and documentation methods. The analysis used multiple regression analysis. Results Based on research analyzing the marketing mix of UD cashew products. Cashew Mubaraq Lombe Kendari City. The results showed that the assessment of the aspects of the marketing mix (product, price, and place) had an outstanding rating category where the average consumer chose an answer score of 4 or agreed. In contrast, the marketing mix (promotion) aspect had a poor rating category where the average consumer chooses an answer score of 3 or less to agree and two or disagree. The results of processing and computerization using SPSS version 15 show the effect of purchasing decisions on aspects of the marketing mix (product, price, place, promotion) by obtaining the Fount Ftable and significant value 0.1. The results of the F test (simultaneous) show that the study has a simultaneous effect on the product, price, place, and promotion variables on product purchasing decisions. While the t-test results (partial) on the product, price, place, and promotion variables affect purchasing decisions cashew products UD. Cashew Mubaraq Lombe Kendari City, the variable that has a more dominant influence on purchasing decisions is the price variable which shows the t-count value is greater than the table (8.231517 1.65657), or sig, a (0.00000001 0.1.

Keywords

Collaboration network of the authors

40 authors · 90 co-authorship links · 1 across different organisations · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Halu Oleo
  • Universitas Syiah Kuala
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Muhammad SyukriUniversitas Syiah Kuala11
La RiandaAffiliation unknown9
Sitti HAJJAH AwaliyahAffiliation unknown4
Yusna IndarsyihUniversitas Halu Oleo3
LA KARIMUNAUniversitas Halu Oleo2
Ikram IkramAffiliation unknown2
Hermanto HermantoUniversitas Halu Oleo2
Rosmawaty RosmawatyAffiliation unknown2
Weka Gusmiarty AbdullahUniversitas Halu Oleo2
SRI WAHYUNIAffiliation unknown2
Munirwan ZaniUniversitas Halu Oleo1
Lukman YunusAffiliation unknown1
La Ode Arfan DeduAffiliation unknown1
Haji SaedimanUniversitas Halu Oleo1
Farah AmiratAffiliation unknown1
Erni PurnawatiAffiliation unknown1
Alma GebrianiAffiliation unknown1
Muhamad SafarAffiliation unknown1
Darno DarnoAffiliation unknown1
Tamrin TamrinUniversitas Halu Oleo1
I Gede MardiantaAffiliation unknown1
Bayu HarisaktiAffiliation unknown1
Lisa LisaUniversitas Halu Oleo1
Ilham La OdeAffiliation unknown1
Ade Sidratul HayatAffiliation unknown1
Erni WatiAffiliation unknown1
Febriani FebrianiAffiliation unknown1
Ismail IsmailAffiliation unknown1
Jannatin JannatinAffiliation unknown1
Sutantri SutantriAffiliation unknown1
Ayu Putri WahyuningsihAffiliation unknown1
Muhammad TisaktiAffiliation unknown1
Kadir KadirAffiliation unknown1
Abdu Rahman BacoAffiliation unknown1
Lestina LestinaAffiliation unknown1
Yusna IndarsihAffiliation unknown1
Yekim MuhammadAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ojs.uho.ac.id/index.php/JMIP/oai, first harvested 30 Okt 2026, last seen 30 Okt 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">Influence Of Marketing Mix (Marketing Mix) On Consumer Purchase Decisions Cachet Products In Kendari City (Case Study Of UD. Cashew Mubaraq Lombe Kendari City)</dc:title>
	<dc:creator>Renggaala, Noval Ivandri</dc:creator>
	<dc:creator>Sarinah, Sarinah</dc:creator>
	<dc:creator>Sakir, Sakir</dc:creator>
	<dc:subject xml:lang="en-US">Cashew products, marketing mix, purchasing decisions, multiple linear analysis</dc:subject>
	<dc:description xml:lang="en-US">This study aims to determine the effect of the marketing mix on purchasing decisions at UD. Cashew Mubaraq Lombe, Lahundape Village, West Kendari District, Kendari City. Determination of the research location is done purposively. Data was collected by using questionnaires, interviews, and documentation methods. The analysis used multiple regression analysis. Results Based on research analyzing the marketing mix of UD cashew products. Cashew Mubaraq Lombe Kendari City. The results showed that the assessment of the aspects of the marketing mix (product, price, and place) had an outstanding rating category where the average consumer chose an answer score of 4 or agreed. In contrast, the marketing mix (promotion) aspect had a poor rating category where the average consumer chooses an answer score of 3 or less to agree and two or disagree. The results of processing and computerization using SPSS version 15 show the effect of purchasing decisions on aspects of the marketing mix (product, price, place, promotion) by obtaining the Fount Ftable and significant value 0.1. The results of the F test (simultaneous) show that the study has a simultaneous effect on the product, price, place, and promotion variables on product purchasing decisions. While the t-test results (partial) on the product, price, place, and promotion variables affect purchasing decisions cashew products UD. Cashew Mubaraq Lombe Kendari City, the variable that has a more dominant influence on purchasing decisions is the price variable which shows the t-count value is greater than the table (8.231517  1.65657), or sig,  a (0.00000001  0.1.</dc:description>
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	<dc:date>2022-06-11</dc:date>
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	<dc:identifier>10.33772/tekper.v2i3.20692</dc:identifier>
	<dc:source xml:lang="en-US">Tekper : Jurnal Teknologi dan Manajemen Industri Pertanian; Vol 2, No 3 (2021): Desember - Tekper : Jurnal Teknologi dan Manajemen Industri Pertanian; 163 - 171</dc:source>
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	<dc:language>eng</dc:language>
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	<dc:rights xml:lang="en-US">Copyright (c) 2022 Tekper : Jurnal Teknologi dan Manajemen Industri Pertanian</dc:rights>
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