ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PENGARUH BAURAN PEMASARAN (MARKETING MIX) TERHADAP PENJUALAN MAKANAN KHAS SALALAUK (STUDI KASUS DI UMKM SALA LAUK BU ETI)

Abstract

This research was conducted at UMKM sala lauk Bu Eti in Ulakan, Padang Pariaman Regency. This study aims to determine the consumer's decision when buying Bu Eti sala and examine the marketing waste attributes that affect consumer decisions. This study uses a marketing mix method and uses a questionnaire for data collection, the questionnaire used is 80 respondents and the questionnaire is distributed to consumers from UMKM sala lauk Bu Eti. The determination of 80 respondents used the conviance sampling method. After the data is collected, validity and reliability tests are carried out after the data is valid and the data realiable will be tested using factor analysis testing, multiple regression and hypothesis testing. All data collected are vaild and realiable. This uses 7P or 7 factors that are used to see the effect of consumer decisions, namely, product, price, promotion, place, person, process and physical evidence. After analyzing there are 4 factors that most influence consumer decisions when buying sala side dishes at UMKM sala side dishes, Mrs. Eti, namely, place factors, process factors, price factors, and product factors.