ANALISIS FAKTOR MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN KENTANG DI SUPERMARKET KOTA BEKASI

Abstract

Abstract: The aim of this study is to analyze the factors of marketing mix which considered by the consumers when buying potatoes in the supermarkets on Bekasi and also analyze the variable which has the most important role of every marketing mix factor. The method  used in this study is descriptive analysis method. Research is located at Giant Supermarket Bekasi Timur and Super Indo Mall Metropolitan Bekasi. Samples used in this study are 80 samples. Data analysis method used by the researcher is factor analysis. The results of the research shows that there are four factors considered by the consumers when buying potatoes in the supermarkets on Bekasi. The four factors based on the priorities are Location (44,355%), Product (10,547%), Promotion (8,645%), and Price (8,508%). The variable that holds an important role from every factors of marketing mix when consumer buying potatoes in the supermarket on Bekasi for the location is the shopping comfortability variable in the supermarket factor loading at 0,860,product is the potato’s shape variable factor loading at 0,805, promotion is the discount variable factor loading at 0,759, and price is the price variable factor loading at 0,931.

Keywords: Potato, Buying Decision, Marketing Mix, Factor Analysis