MARKETING MIX ANALYSIS ON CONSUMER BUYING INTERESTS OF MORINGA LEAF NOODLE PRODUCTS IN MALANG CITY
Moringa leaves are horticultural plants that thrive in Indonesia, especially in Malang city. To increase the value added, moringa leaves are processed into moringa leaf noodle so that they have high business prospects. Moringa leaf noodle are rich in benefits for the body because they contain vitami...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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iVolga Press
2021-07-01
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| Series: | Russian Journal of Agricultural and Socio-Economic Sciences |
| Subjects: |
| _version_ | 1797698334367940608 |
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| author | Hidayat S.W. Wisnujati N.S. Rahayu M.J.H.S. |
| author_facet | Hidayat S.W. Wisnujati N.S. Rahayu M.J.H.S. |
| author_sort | Hidayat S.W. |
| collection | DOAJ |
| description | Moringa leaves are horticultural plants that thrive in Indonesia, especially in Malang city. To increase the value added, moringa leaves are processed into moringa leaf noodle so that they have high business prospects. Moringa leaf noodle are rich in benefits for the body because they contain vitamins A, C, calcium, flavonoids and phenols. Through marketing mix strategy, it is expected that manufacturers can increase consumer buying interest in moringa leaf noodle and products can compete in the market. This study aims to analyze the influence of marketing mix consisting of product variables (X1), price (X2), distribution (X3) and promotion (X4) simultaneously and partially to the consumer buying interest of moringa leaf noodle (Y) in Malang city. This research uses a quantitative approach. The subjects of this study were 50 respondents who purchased moringa leaf noodle in Malang city. The analysis method used is multiple linear regression, with the help of statistical package for social science (SPSS) 25.0 for the windows program. The results of the study obtained the equation of regression formed is Y = 2.292 + 0.72X1 + 0.324X2 – 0.008X3 + 0.383X4. It is concluded that product variables, prices, distribution and promotion simultaneously affect the buying interest of moringa leaf noodle. Product variables and distribution have no partial effect on the buying interest of moringa leaf noodle. Prices and promotions variables partially affect moringa leaf noodle. |
| first_indexed | 2024-03-12T03:52:51Z |
| format | Article |
| id | doaj.art-c5d880b7268b42e0aeb6630ca606e844 |
| institution | Directory Open Access Journal |
| issn | 2226-1184 |
| language | English |
| last_indexed | 2024-03-12T03:52:51Z |
| publishDate | 2021-07-01 |
| publisher | iVolga Press |
| record_format | Article |
| series | Russian Journal of Agricultural and Socio-Economic Sciences |
| spelling | doaj.art-c5d880b7268b42e0aeb6630ca606e8442023-09-03T12:12:32ZengiVolga PressRussian Journal of Agricultural and Socio-Economic Sciences2226-11842021-07-01115719920610.18551/rjoas.2021-07.20MARKETING MIX ANALYSIS ON CONSUMER BUYING INTERESTS OF MORINGA LEAF NOODLE PRODUCTS IN MALANG CITYHidayat S.W.0Wisnujati N.S.1Rahayu M.J.H.S.2Postgraduate Program of Agribusiness, Faculty of Agriculture, Wijaya Kusuma UniversityPostgraduate Program of Agribusiness, Faculty of Agriculture, Wijaya Kusuma UniversityPostgraduate Program of Agribusiness, Faculty of Agriculture, Wijaya Kusuma UniversityMoringa leaves are horticultural plants that thrive in Indonesia, especially in Malang city. To increase the value added, moringa leaves are processed into moringa leaf noodle so that they have high business prospects. Moringa leaf noodle are rich in benefits for the body because they contain vitamins A, C, calcium, flavonoids and phenols. Through marketing mix strategy, it is expected that manufacturers can increase consumer buying interest in moringa leaf noodle and products can compete in the market. This study aims to analyze the influence of marketing mix consisting of product variables (X1), price (X2), distribution (X3) and promotion (X4) simultaneously and partially to the consumer buying interest of moringa leaf noodle (Y) in Malang city. This research uses a quantitative approach. The subjects of this study were 50 respondents who purchased moringa leaf noodle in Malang city. The analysis method used is multiple linear regression, with the help of statistical package for social science (SPSS) 25.0 for the windows program. The results of the study obtained the equation of regression formed is Y = 2.292 + 0.72X1 + 0.324X2 – 0.008X3 + 0.383X4. It is concluded that product variables, prices, distribution and promotion simultaneously affect the buying interest of moringa leaf noodle. Product variables and distribution have no partial effect on the buying interest of moringa leaf noodle. Prices and promotions variables partially affect moringa leaf noodle.analysismarketing mixmoringa leaf noodle |
| spellingShingle | Hidayat S.W. Wisnujati N.S. Rahayu M.J.H.S. MARKETING MIX ANALYSIS ON CONSUMER BUYING INTERESTS OF MORINGA LEAF NOODLE PRODUCTS IN MALANG CITY Russian Journal of Agricultural and Socio-Economic Sciences analysis marketing mix moringa leaf noodle |
| title | MARKETING MIX ANALYSIS ON CONSUMER BUYING INTERESTS OF MORINGA LEAF NOODLE PRODUCTS IN MALANG CITY |
| title_full | MARKETING MIX ANALYSIS ON CONSUMER BUYING INTERESTS OF MORINGA LEAF NOODLE PRODUCTS IN MALANG CITY |
| title_fullStr | MARKETING MIX ANALYSIS ON CONSUMER BUYING INTERESTS OF MORINGA LEAF NOODLE PRODUCTS IN MALANG CITY |
| title_full_unstemmed | MARKETING MIX ANALYSIS ON CONSUMER BUYING INTERESTS OF MORINGA LEAF NOODLE PRODUCTS IN MALANG CITY |
| title_short | MARKETING MIX ANALYSIS ON CONSUMER BUYING INTERESTS OF MORINGA LEAF NOODLE PRODUCTS IN MALANG CITY |
| title_sort | marketing mix analysis on consumer buying interests of moringa leaf noodle products in malang city |
| topic | analysis marketing mix moringa leaf noodle |
| work_keys_str_mv | AT hidayatsw marketingmixanalysisonconsumerbuyinginterestsofmoringaleafnoodleproductsinmalangcity AT wisnujatins marketingmixanalysisonconsumerbuyinginterestsofmoringaleafnoodleproductsinmalangcity AT rahayumjhs marketingmixanalysisonconsumerbuyinginterestsofmoringaleafnoodleproductsinmalangcity |