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Jurusan Agribisnis, Fakultas Pertanian Universitas Pembangunan Nasional "Veteran" Yogyakarta Jl. SWK 104 (Lingkar Utara), Ngropoh, Condongcatur, Kec. Depok, Kabupaten Sleman, Daerah Istimewa Yogyakarta 55283
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Jurnal Dinamika Sosial Ekonomi
Published by Universitas Pembangunan Nasional Veteran Yogyakarta
ISSN : 1411593X     EISSN : 27213137     DOI : -
Core Subject : Economy, Agriculture, Social,
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Environmental Science Social Sciences
Manajemen Agribisnis Manajemen Keuangan Manajemen Usahatani Manajemen Risiko Manajemen Pemasaran Manajemen Sumber Daya Manusia Manajemen Strategik Agribisnis Manajemen Produksi Pertanian Bisnis Internasional Ekonomi Internasional Ekonomi Sumberdaya Alam dan Lingkungan Ekonomi Produksi Pertanian Pemasaran Pertanian Value Chain Agribisnis Supply Chain Agribisnis Komunikasi Pertanian Sosiologi Pertanian Kewirausahan Topik terkait berkaitan dengan sosial ekonomi dan agribisnis
Arjuna Subject : Ilmu Ekonomi, Ekonometrika dan Keuangan (semua kategori) - Ilmu Ekonomi, Ekonometrika dan Keuangan (Lain-Lain)
Articles 241 Documents
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The Marketing Mix Effect on Purchase Decisions of Anandia Bakery in Padang City Fauzi, Dian; Leovita, Angelia; Agia, Nur Willa
Jurnal Dinamika Sosial Ekonomi Vol. 26 No. 2 (2025): Jurnal Dinamika Sosial Ekonomi
Publisher : Agribusiness Department, Faculty of Agriculture, UPN "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/jdse.v26i2.16305

Abstract

Rapid changes and growth in the business sector in the era of globalization are marked by increasing competition, including among the 28 small bakery businesses operating in Padang City. Anandia Bakery is one of the oldest MSMEs in the local bakery industry and continues to operate today. This study aims to: (1) describe the business profile of Anandia Bakery; (2) analyze consumer perceptions of purchasing decisions; and (3) examine the influence of the 4P marketing strategy on purchasing decisions. The study employs a quantitative descriptive approach using multiple linear regression analysis. The results show that (1) Anandia Bakery was established in 2006, employs eight workers, and operates four days per week; (2) consumer perceptions of product, price, and distribution are very positive, falling into the “Strongly Agree” category; and (3) product (X1), price (X2), and distribution (X4) have a significant effect on purchasing decisions. In contrast, the promotion variable (X3) has no significant effect, indicating that current promotional efforts are not yet effective in influencing consumer decisions. These findings confirm that product quality, competitive pricing, and ease of distribution are the main factors driving consumer purchasing decisions.

Page 25 of 25 | Total Record : 241

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