The Influence of the Marketing Mix On the Purchase Decision of Ornamental Plants in the Mulyaharja Ornamental Plant Market South Bogor District Bogor City

Abstract

Mulyaharja is a location for ornamental plant cultivation because it is the center for selling ornamental plants in the city of Bogor. The types of ornamental plants that are mostly marketed at the Mulyaharja ornamental plant market are ornamental leaf plants. Competition in the ornamental plant business, business actors in the Mulyaharja ornamental plant market need marketing strategies that can maintain and increase the market share of ornamental plant products. One strategy is the marketing mix. This research was conducted at the Mulyaharja ornamental plant market with 39 consumer respondents. The objectives of this research are (1) to find out how the marketing mix influences ornamental plant purchasing decisions; and (2) Knowing which marketing mix variables have the greatest influence on the decision to purchase ornamental plants at the Mulyaharja ornamental plant market. There are 4 independent variables tested which relate to the marketing mix in the Mulyaharja ornamental plant market, namely product (X1), price (X2), place (X3) and promotion (X4) as well as 1 dependent variable, namely purchasing decisions (Y). The results of multiple linear regression show that product variables have a significant influence on purchasing decisions at a real level of 5% with a coefficient value of 0.641. Every time the product variable increases 1 time, purchasing decisions will increase by 0.641 times. The place variable significantly influences purchasing decisions at a real level of 15%. The results of the partial test (t test) show that the variable that has a partially significant effect on purchasing decisions at a real level of 5% or 0.05 is the product variable. The results of the simultaneous test (F test) show that all independent variables have a significant effect simultaneously on purchasing decisions at a real level of 5% or 0.05 with an R2 contribution value of 56%.