Analisis Pengaruh Marketing Mix 7P terhadap Keputusan Pembelian Bibit Alpukat di “Bibit Buahku” Kelurahan Patemon Kecamatan Gunungpati
DOI:
https://doi.org/10.32493/Inovasi.v12i2.p394-406.53085Keywords:
Marketing Mix; Keputusan Pembelian; UMKM; Digital Marketing; Bibit AlpukatAbstract
Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran penting dalam perekonomian nasional sehingga memerlukan strategi pemasaran yang efektif agar mampu bersaing di era digital. Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran 7P (Product, Price, Place, Promotion, People, Physical Evidence, Process) terhadap keputusan pembelian bibit alpukat di UMKM “Bibit Buahku” Kota Semarang. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner berskala Likert 1-5 yang dibagikan kepada 110 responden, dipilih dengan teknik multi stage sampling. Data dianalisis menggunakan regresi linier berganda dengan uji instrumen, uji asumsi klasik, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa variabel Product, Place, Promotion, dan Process berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan Price, People, dan Physical Evidence tidak berpengaruh signifikan. Secara simultan, ketujuh variabel berpengaruh signifikan dengan nilai R² sebesar 0,514, yang berarti 51,4% variasi keputusan pembelian dapat dijelaskan oleh marketing mix 7P. Temuan ini menegaskan bahwa kualitas produk, saluran distribusi yang mudah diakses, promosi yang efektif, serta proses pelayanan yang baik merupakan faktor dominan dalam meningkatkan keputusan pembelian pada sektor agribisnis digital.
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