ANALISIS FAKTOR BAURAN PEMASARANDI PASAR TRADISIONAL YANG DIPERTIMBANGKAN OLEH KONSUMEN DALAM PEMBELIAN IKAN PATIN DI KABUPATEN SRAGEN

Abstract

Abstract. The purpose of this research is to know the marketing mix factor and to know the dominant variable considered in buying decision of catfish in traditional market of Sragen regency. This research uses analytical descriptive method with survey technique. Determination of location of research done by purposive. Determination of sample using judgment sampling method. The analysis used was factor analysis which included KMO test, MSA test, Bartlett's Test of Sphericity test, communal test, eigen value and factor loading value. From the research conducted known the result of factor analysis using 20 variables produce 4 variables that meet the criteria and form 2 core factors. That is, the price factor and the factor of product. The dominant variable considered by consumers in buying catfish in the traditional market of Sragen Regency is the price affordability variable with a factor loading value of 0.822. 

Keywords : Catfish, Factors Analysis, Marketing Mix, Sragen