PENGARUH STRATEGI BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN TELUR AYAM (Studi Kasus Pelanggan UD PanPan)

Abstract

This research aimed to analyze the business competition of chicken eggs at Ngasem village, Ngimbang, Lamongan. It was due to the existence of similar business practitioners in the village. In order to examine the egg sales in Lemahbang, Ngimbang, a marketing mix strategy was applied to purchasing decisions. The research was causal-comparative with a quantitative approach. Moreover, the population was all consumers who bought chicken eggs at UD PanPan which was infinite. The data collection technique used purposive sampling with the Lemeshow formula. In line with that, there were 100 consumers as the sample. Furthermore, the instrument in the data collection technique used questionnaires in the Google Form. The questionnaires were distributed to the respondents. The data analysis technique used multiple linear regression with SPSS. The result showed that product, price, and promotion had a positive and significant effect on the purchasing decisions of chicken eggs. However, the location had a positive but insignificant effect on the purchasing decisions of chicken eggs at UD PanPan. It happened since UD PanPan applied one of the strategies in the modern marketing mix, i.e. Digital marketing in order to be competitive.