THE INFLUENCE OF MARKETING MIX ON THE PURCHASE DECISION OF MOBILE JAMU SELLERS IN MERANTI DISTRICT, ASAHAN REGENCY (Case Study: Mrs. Mamy's Herbal Medicine Business)
DOI:
https://doi.org/10.29103/jma.v3i2.20804Keywords:
herbal medicine, product, price, promotion, placeAbstract
This research was conducted in Meranti District, Asahan Regency, focusing on the mobile herbal medicine business of Mrs. Mamy in June 2024. To meet consumer needs, Mrs. Mamy's mobile herbal medicine business must consider the four marketing mix elements: product, price, promotion, and place. These elements interrelate and impact consumer purchasing decisions for Mrs. Mamy's mobile herbal medicine. The method used was Multiple Linear Regression with SPSS 29. The resulting multiple linear regression equation from the study is Y = 20.511 + 0.003X‚ - 0.314X‚‚ + 0.300X‚ƒ - 0.129X‚„. The F-test results show that the variables product, price, promotion, and place significantly affect consumer purchasing decisions with an F-value of 3.290 and a significance level of 0.019 < 0.05. The t-test results indicate that the price and promotion variables positively and significantly influence consumer purchasing decisions with a significance level of 0.021 < 0.05. In contrast, the product and place variables do not significantly influence consumer purchasing decisions, as their significance values are greater than the alpha level of 0.05.).References
Abubakar. 2005. The Influence of Marketing Mix Implementation on Consumer Purchasing Decision Process on Jamu. Banda Aceh: Journal of Science and Use of Industrial Engineering Systems
IPB Biopharmaca. 2013. Quality of Herbal Medicine Plants and Traditional Medicine. [on line]:http://biofarmaka.ipb.ac.id/brc-news/brcarticle/587 Quality-of-herbal-medicine-plants-and-traditional-medicine2013. Accessed on June 20, 2019.
Cahyaningrum, NS, Puspitojati E., Arifin M. 2021. The influence of marketing mix on consumer decisions to buy instant herbal medicine produced by the Jati Husada Mulya group, Argomulyo Village, Sedayu District, Bantul Regency. Yogyakarta: Jurnal Agrica Extensiona.
Johar. 2013. Character Education. Bandung: PT. Remaja Rosdakarya.
Marsudi. 2013. Study of Community-Based Agroindustry in Karanganyar Regency.
Surakarta: Atma Bhakti College of Economics.
Sangadji and Sopiah. 2013. Consumer Behavior. Yogyakarta: Andi
JF Hair. 1998. Multivariate Data Analysis. American: Prentice Hall.
Rahmawati. 2020. The influence of marketing mix on consumer purchasing interest, a case study at a cheap light shop in Jenangan District. Ponorogo: State Islamic Institute of Ponorogo.
Rizki, PH 2008. Analysis of the influence of marketing mix on purchasing decisions of Sido Muncul Tolak Angin herbal medicine in East Jakarta. Jakarta: Syarif Hidayatullah State Islamic University.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:
(1) Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
(2) Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
(3) Authors should sign copyright transfer agreement when they have aproved the final proofs sent by JIMA prior the publication.
