How to Shape Purchase Decision? The Influence of Marketing Mix toward Purchase Decision on Food Product

Abstract

The aims of this to analyze the effect of the marketing mix of product, price, promotion, place, process, people, and physical evidence on the buying decision of processed food products at Erista Garden in Yogyakarta. This study focus on the Erista Garden’s product which developed by using sprouts-microgreens into a variety of rice-based functional foods. This study used a quantitative descriptive approach, using a descriptive test using SPSS statistics. The samples size is 55 respondents obtained by using non-probability sampling technique with accidental sampling. The results showed that the factors of product, price, promotion, place, process, people, and physical evidence are important determinants when buying processed food products at Erista Garden in Yogyakarta. The dominant factor influencing the decision to buy a product of Erista Garden in Yogyakarta, product quality that is beneficial to health and also relate to consumer tastes.