PENGARUH UPAYA PEMASAR TERHADAP KEPUTUSAN PETANI DALAM PEMBELIAN PUPUK INDOTANI

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Dwi Purnomo, 2014. PENGARUH UPAYA PEMASAR TERHADAP KEPUTUSAN PETANI DALAM PEMBELIAN PUPUK INDOTANI. Supply of fertilizers to the farmers as it occupies and important position in agricultural production. In order to be able to deal with the competition, the company should have the efficient marketing effort to offer its product to consumers. One of effort is marketing mix consisting of product, price, promotion and place. The strategies also used by the Indotani fertilizer supplier which able to influence the farmer purchasing decision. The purpose of this research was to know the effect of marketing mix on the decision of farmer purchasing in Indotani fertilizer. The research is survey, that take sample from a population. The population is shallot farmer centre in Wanasari, Brebes regency. Based on the research, Indotani fertilizer marketing mix values is good in product and price, but still enough on the distribution and promotion. There is a positive preception from consumer about the product of Indotani fertilizer. Decision of buying from consumer values at 3,49 (Strong). Quality of the product, kind of the product, and price of the product, influence the decision of buying. Contribution of marketing mix to influence the decision of buying values at 0,594. It can explain that 59,4% of buying decision comes from marketing mix. Marketing mix is significantly influence to buying decision.
Key word: marketing mix, fertilizers, farmer purchasing behaviour