Analisis Pengaruh Bauran Pemasaran 7P Terhadap Volume Pembelian Melon Premium di Mantri Melon Farm Kabupaten Sukoharjo

Abstract

The 7P marketing mix is a marketing strategy applied to convey information about products to consumers on a wide scale. This research aims to analyze the characteristics of consumers who buy premium melons at Mantri Melon Farm and to analyze the effect of the 7P marketing mix on the volume of melon purchases. The research location was Mantri Melon Farm, Kartasura District, Sukoharjo Regency. The research method used was a survey with accidental sampling of 100 respondents. The Data collection method was questionnaires and interviews. The data were analyzed using descriptive analysis and multiple linear regression analysis. The results of this research indicate that the 7P marketing mix (product, price, promotion, place, people, process, physical evidence) simultaneously has a significant effect on purchase volume. The variables of product, price, people, and process partially affect purchase volume. Meanwhile for variables, price, promotion, and physical evidence partially do not affect the purchase volume of melons at Mantri Melon Farm.The coefficient of determination value of 20% shows that independent variables (product, price, place, promotion, people, process, physical evidence) can explain 20% of the dependent variables, while the remaining 80% is explained by other variables outside the model.