RENY NI’MATUL ULFA Pengarang

Influence of the Marketing Mix (4P) to the Rice Purchasing Decision “Rajawali” in Rambipuji Jember Reny Ni’Matul Ulfa Agroindustry Management Study Programme Department Of Management Agribusiness ABSTRACT The purpose of this research is to analyze the influence variable of product, price, distribution channel, and promotion on purchasing decisions of “Rajawali” Rice in Rambipuji, Jember. Population in this research was consumer in Rambipuji. The sampling method using is insidental sampling technique amount of 50 respondents. The analysis used in this research is multiple linear regression analysis uses SPSS 21.0 for windows program. The result of research has been conducted by regression test and t test showed that variable of product has significant influence to purchasing decision is equal to 0,033, variable of price not has significant influence to purchasing decision is equal to 0,121,variable of distribution channel has significant influence to purchasing decision is equal to 0,000, and variable of promotion not has significant influence to purchasing decision is equal to 0,547. Distribution channel are the most dominant variable that influence on purchasing decisions “Rajawali” Rice of Rambipuji Jember. Keywords: Purchasing Decision, Product, Price, Distribution Channel, and Promotion 1. Students of the Polytechnic of Jember, Department of Agribusiness Management, D-IV Program Agroindustrial Management. 2. Lecturer Polytechnic of Jember, Department of Agribusiness Management, D-IV Program Agroindustrial Management. Pengaruh Bauran Pemasaran (4P) terhadap Keputusan Pembelian Beras “Rajawali” di Rambipuji Jember Dosen Pembimbing: Dr. R. Alamsyah Sutantio, SE. M,Si Reny Ni’Matul Ulfa Program Studi Manajemen Agroindustri Jurusan Manajemen Agribisnis ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh dari variabel produk, harga, saluran distribusi dan promosi terhadap keputusan pembelian beras “Rajawali” di Rambipuji Jember. Populasi dalam penelitian yaitu konsumen di Rambipuji. Pengambilan sampel menggunakan teknik insidental sampling sebesar 50 responden. Analisis yang digunakan dalam penelitian ini adalah analisis regresi linear berganda dengan menggunakan program SPSS 21.0 for windows. Hasil dari penelitian yang dilakukan pengujian regresi uji t menunjukkan bahwa variabel produk berpengaruh signifikan terhadap keputusan pembelian sebesar 0,033, variabel harga tidak berpengaruh terhadap keputusan pembelian yaitu sebesar 0,121, variabel saluran distribusi berpengaruh signifikan terhadap keputusan pembelian yaitu sebesar 0,000, dan variabel promosi tidak berpengaruh signifikan terhadap keputusan pembelian yaitu sebesar 0,547. Variabel saluran distribusi adalah variabel yang berpengaruh paling dominan terhadap keputusan pembelian beras “Rajawali” di Rambipuji Jember. Kata Kunci : Keputusan pembelian, Produk, Harga, saluran distribusi, dan promosi