ANALYSIS OF THE MARKETING MIX ON PURCHASE DECISIONS FOR PROCESSED BEEF PRODUCTS OF MSMES IN MALANG CITY AND MALANG REGENCY Rizki Prafitri, Priyo Sugeng Winarto ,Puji Akhiroh, Rizkia Kurnia Pratami, Mochammad Syahrul Ramadhani, Ary Nurdiansah and Jihan Maghfiro Alrina
Faculty of Animal Science, Universitas Brawijaya, Malang 65145, Indonesia
Abstract
The research aimed to determine the characteristics of consumers of processed beef products and to identify the marketing mix factors that influence consumer purchasing decisions for processed beef products in Malang City and Malang Regency. This research was conducted from July to August 2024, involving 10 MSMEs spread across Malang City and Malang Regency, with a total of 300 consumer respondents who purchased processed beef products from these MSMEs. The method used was a descriptive quantitative survey, conducted through direct field surveys and interviews with consumers in Malang City and Malang Regency, using purposive sampling and stratified random sampling methods. The data analysis used was multiple linear regression analysis with four variables: product, price, place, and promotion. The results of the study indicate that the indicators of product quality, halal certification, product safety, product variety, product price, MSME location, availability of free samples for processed beef, and the provision of bonuses or gifts to consumers have a positive relationship with the purchase decision of MSME processed beef products in Malang City and Malang Regency. Meanwhile, indicators such as product availability, understanding the content of the product, promotion through social media, brochure distribution, social media advertising, and adequate parking facilities have a positive but not significant relationship with the purchasing decision of MSME processed beef products in Malang City and Malang Regency. However, packaging, ease of finding MSME products in frequently visited locations, product design, and information or recommendations from others have a negative and insignificant relationship with the purchasing decision of MSME processed beef products in Malang City and Malang Regency.
