ANALISIS BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA BERAS KHUSUS DI KABUPATEN KLATEN

Abstract

Abstract: This study aims to determine the marketing mix factors considered by consumers and the most dominant variable in purchasing special rice in Klaten Regency. Determination of the location of the study was done purposive (intentionally). The sampling method used was accidental sampling and the sample used was 100 people. The research data collection technique was carried out through the interview method with a questionnaire tool. The analytical method used is factor analysis using the SPSS application. The variables used in this study consisted of 14 variables, namely X1 color, X2 taste, X3 aroma, X4 grain shape, X5 function, X6 location preference, X7 accessibility, X8 affordable price, X9 price according to ability, X10 price discount, X11 purchase promo,  X12 seller service, X13 seller appearance, X14 and payment process. From these variables produce five core factors that make up the purchasing decision. This factor is a product factor with an eigenvalue of 3.733; place factor eigenvalue of 1,909; promotion and process factors of 1.266; price factor eigenvalue of 1.053; and the factor of people with an eigenvalue of 1.026. While the dominant variable is considered by consumers by looking at the highest loading factor value in each factor, including variables of taste, accessibility, price discounts, affordable prices, and seller service.