Pengaruh Bauran Pemasaran, Karakteristik Konsumen Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Beras Organik (KASUS: Konsumen Beras Organik di Kecamatan Medan Polonia)

Abstract

This research aims to analyze the influence of the marketing mix, consumer characteristics and service quality on purchasing decisions for organic rice in Medan Polonia District, Medan City. The method used in this research was to collect data by distributing questionnaires to 130 respondents who met the criteria as data samples for research, as well as using binary logistic regression to analyze the influence of the independent variable on the dependent variable. The results of this research show that the variables product, price, education level and total income partially have a significant effect on the decision to purchase organic rice in Medan Polonia District, Medan City. In the promotional variables, people, insight into organic rice, reliability, responsiveness, guarantee, empathy and tangibles do not partially have a significant influence on the decision to purchase organic rice in Medan Polonia District, Medan City. In the research, independent variables which include product, price, promotion, people, total income, level of education, insight into organic rice, reliability, responsiveness, guarantee, empathy and tangibles simultaneously have a significant influence on the decision to purchase organic rice in Medan Polonia District, Medan City. It is hoped that organic rice traders will pay attention to product, price, promotion and people aspects, especially product and price aspects.It is hoped that organic rice traders will pay attention to aspects of reliability, responsiveness, guarantee, empathy and tangibles in service quality in order to achieve ideal service quality for organic rice consumers in Medan Polonia District as well as implementing marketing strategies based on consumer characteristics, namely aspects of income, level of education and insight into organic rice which can be used as considerations in market segmentation for organic rice consumers in Medan Polonia District. It is hoped that future researchers can add factors outside the research in order to provide more information on the factors that influence the decision to purchase organic rice in Medan Polonia District.