The Effect Of Marketing Mix (Marketing Mix) On The Purchasing Decision Of Pakcoy Hydroponic Vegetables (Brassica Rapa L.) During The Covid-19 Pandemic Period In Medan City

Feb 28, 2025 by ADMIN 172 views

The Effect of Marketing Mix (Marketing Mix) on the Purchasing Decision of Pakcoy Hydroponic Vegetables (Brassica Rapa L.) During the Covid-19 Pandemic Period in Medan City

Introduction

The Covid-19 pandemic has brought about significant changes in consumer behavior, including in terms of food selection. As people become more aware of the importance of nutritional intake and food safety, they are increasingly turning to hydroponic vegetables as a healthier alternative. One such vegetable is Pakcoy, a type of Brassica Rapa L. that is gaining popularity in Medan City. However, the question remains: how does the marketing strategy affect the decision to purchase Pakcoy's hydroponic vegetables in the midst of this pandemic?

Background

The marketing mix, also known as the 4 Ps, is a fundamental concept in marketing that includes product, price, place, and promotion. These four elements are crucial in determining the success of a product in the market. In the context of Pakcoy hydroponic vegetables, the marketing mix plays a vital role in influencing consumer purchasing decisions. This study aims to analyze the effect of the marketing mix on the decision to purchase Pakcoy hydroponic vegetables in Medan City.

Methodology

This study employed a quantitative approach, using multiple linear regression methods to analyze the data obtained from interviews with 84 consumer respondents of Pakcoy hydroponics at the Brastagi supermarket in Medan City. The data was collected through a structured questionnaire that assessed the respondents' perceptions of the marketing mix elements and their influence on purchasing decisions.

Results

The results of the study showed that products and promotions have a positive and significant influence on the decision to purchase Pakcoy hydroponic vegetables. This means that consumers are more likely to buy Pakcoy hydroponics that have good quality, delicious taste, and fresh appearance, and are offered with attractive promotions such as discounts or gifts. On the other hand, price has a negative and significant influence on purchasing decisions, indicating that higher prices deter consumers from buying Pakcoy hydroponics. Lastly, the place has a negative influence, but it is not significant on purchasing decisions, suggesting that the location of Pakcoy Hydroponic sales lacks a significant effect on purchasing decisions.

Discussion

The findings of this study have significant implications for producers and sellers of Pakcoy hydroponic vegetables. The results suggest that consumers are more affected by the quality of products and attractive promotions, while prices remain an important factor. This highlights the importance of implementing effective marketing strategies that focus on product quality, promotions, and pricing. For instance, producers and sellers can improve product quality, offer attractive promotions, and review selling prices to remain competitive. Additionally, building consumer trust by highlighting aspects of security and cleanliness in the production process is crucial.

Conclusion

In conclusion, the right marketing strategy plays an important role in encouraging the purchase of Pakcoy hydroponic vegetables in the midst of the pandemic. By understanding the factors that influence consumer purchasing decisions, producers and sellers can adjust their marketing strategies to be more effective. This, in turn, can lead to increased consumption of healthy vegetables in the community and open new business opportunities.

Recommendations

Based on the findings of this study, the following recommendations are made:

Producers and sellers of Pakcoy hydroponic vegetables should focus on improving product quality, offering attractive promotions, and reviewing selling prices to remain competitive.
Building consumer trust by highlighting aspects of security and cleanliness in the production process is crucial.
Marketing strategies should be tailored to meet the needs and preferences of consumers, taking into account the factors that influence purchasing decisions.
Further research is needed to explore the impact of other marketing mix elements, such as packaging and distribution, on consumer purchasing decisions.

Limitations

This study has several limitations that should be acknowledged. Firstly, the sample size was limited to 84 consumer respondents, which may not be representative of the larger population. Secondly, the study only focused on the marketing mix elements and did not consider other factors that may influence consumer purchasing decisions. Finally, the study was conducted in a specific context, Medan City, and may not be generalizable to other locations.

Future Research Directions

Future research should aim to explore the impact of other marketing mix elements, such as packaging and distribution, on consumer purchasing decisions. Additionally, studies should be conducted in different contexts to generalize the findings and increase the validity of the results. Furthermore, research should be conducted to explore the impact of digital marketing on consumer purchasing decisions, particularly in the context of Pakcoy hydroponic vegetables.

References

[List of references cited in the study]

Appendices

[Appendices containing additional information, such as the questionnaire used in the study and the data analysis procedures]
Frequently Asked Questions (FAQs) about the Effect of Marketing Mix on the Purchasing Decision of Pakcoy Hydroponic Vegetables

Q: What is the marketing mix, and how does it affect consumer purchasing decisions?

A: The marketing mix, also known as the 4 Ps, consists of product, price, place, and promotion. These four elements are crucial in determining the success of a product in the market. In the context of Pakcoy hydroponic vegetables, the marketing mix plays a vital role in influencing consumer purchasing decisions.

Q: What are the key findings of the study on the effect of marketing mix on the purchasing decision of Pakcoy hydroponic vegetables?

A: The study found that products and promotions have a positive and significant influence on the decision to purchase Pakcoy hydroponic vegetables. On the other hand, price has a negative and significant influence on purchasing decisions, while the place has a negative influence, but it is not significant on purchasing decisions.

Q: What does the study suggest about the importance of product quality and promotions in influencing consumer purchasing decisions?

A: The study suggests that consumers are more affected by the quality of products and attractive promotions, while prices remain an important factor. This highlights the importance of implementing effective marketing strategies that focus on product quality, promotions, and pricing.

Q: How can producers and sellers of Pakcoy hydroponic vegetables adjust their marketing strategies to be more effective?

A: Producers and sellers can improve product quality, offer attractive promotions, and review selling prices to remain competitive. Additionally, building consumer trust by highlighting aspects of security and cleanliness in the production process is crucial.

Q: What are the implications of the study for the Pakcoy hydroponic vegetable market in Medan City?

A: The study suggests that the right marketing strategy plays an important role in encouraging the purchase of Pakcoy hydroponic vegetables in the midst of the pandemic. By understanding the factors that influence consumer purchasing decisions, producers and sellers can adjust their marketing strategies to be more effective, leading to increased consumption of healthy vegetables in the community and open new business opportunities.

Q: What are the limitations of the study, and how can they be addressed in future research?

A: The study has several limitations, including a limited sample size and a focus on only the marketing mix elements. Future research should aim to explore the impact of other marketing mix elements, such as packaging and distribution, on consumer purchasing decisions. Additionally, studies should be conducted in different contexts to generalize the findings and increase the validity of the results.

Q: What are the future research directions for the study on the effect of marketing mix on the purchasing decision of Pakcoy hydroponic vegetables?

A: Future research should aim to explore the impact of digital marketing on consumer purchasing decisions, particularly in the context of Pakcoy hydroponic vegetables. Additionally, studies should be conducted to explore the impact of other marketing mix elements, such as packaging and distribution, on consumer purchasing decisions.

Q: What are the practical implications of the study for producers and sellers of Pakcoy hydroponic vegetables?

A: The study suggests that producers and sellers should focus on improving product quality, offering attractive promotions, and reviewing selling prices to remain competitive. Additionally, building consumer trust by highlighting aspects of security and cleanliness in the production process is crucial.

Q: What are the potential benefits of the study for the Pakcoy hydroponic vegetable market in Medan City?

A: The study has the potential to increase the consumption of healthy vegetables in the community and open new business opportunities for producers and sellers of Pakcoy hydroponic vegetables.

Q: What are the potential limitations of the study for the Pakcoy hydroponic vegetable market in Medan City?

A: The study may not be generalizable to other locations, and the findings may not be applicable to other types of vegetables. Additionally, the study may not capture the full range of factors that influence consumer purchasing decisions.