ANALISA MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN RENDANG RUMAH RANDANG RAJO DI KOTA PADANG

Abstract

Abstract

Research was carried out at “Rumah Randang Rajo” Padang. It was aimed to determine consumer purchasing decision toward processed rendang and to examine the attributes of the marketing mix that influenced in these decisions. Data were collected from 21th October to 1th November year 2015 in the “Kripik Balado Shirley” Gereja street Padang. The research applied a quistioner method. 80 respondents were take a using accidental method. Data were collected along one month. Factor and regression analysis were executed to analyse the data. Results showed that most of consumer have decided to buy rendang. This purchasing decision was positively influenced by “promotion”, “price”, “Product”, “service of process”, and “advertising on the packaging”. And it was negatively associated with “place”.

Keywords: marketing mix, consumer purchasing decisions, “promotion”, “price”, “place”.