Detail Cantuman

Analysis of the Marketing Mix to the Purchasing Decision at the Bread
UD. Roti Waris in Jember District
Ardi Bima Mardinata1), Ratih Puspitorini Yekti A.2), Oktanita Jaya Anggaraeni3)

ABSTRACT

This study describes about the influence of consumer behavior, especially consumers of bread at UD. Waris bread Jember on purchasing decisions by analyzing the marketing mix to the purchasing decision of bread at UD. Waris bread Jember. In this study describes the effect of the variable product, price, promotion and distribution channels either simultaneously or partially, as well as the dominant factor influence on purchasing decisions UD bread. Waris bread Jember. The analysis used in this research is multiple linear regression analysis. Overall the results of this study can be concluded that the variable product, price, promotion, and distribution channels simultaneously significant effect on purchasing decisions of bread at UD. Waris bread Jember. Partially, variable products a very significant effect on purchase decisions UD bread. Waris bread Jember, but in the present study variable pricing, promotion and distribution channel does not affect the purchase decisions of bakery products UD. Waris bread Jember. Variable products are the most dominant variable that influence on purchasing decisions UD bread. Waris bread Jember.

Keywords: marketing mix, purchasing decisions, UD. Waris Bread Jember

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.
3. The State Polytechnic of Jember Lecturer, Department of Agribusiness Management, D-IV Program Agroindustrial Management.