| dc.description.abstract | The objective of the research to analyze the influence of marketing mix
(product, price, distribution and promotion) on purchase decision , farmers
satisfaction and loyalty in the selection varieties of rice seeds .
This research is conducted in Jember Regency , East Java , with the
explanatory research. Districts and villages selected purposively sampling method
with 120 samples which are selected proportionally. All of the samples are
selected with snowball sampling technique. Respondents in this research are
farmers who cultivated rice on the first plant period in 2008/2009. Data measured
using the likert scale with the range from 1 (extremely disagree) to 5 (highly
agree). Data are analyzed using SEM analysis.
Results of research show that the product, price and promotion have a
positive and significant effect on purchase decisions. Distribution has a positive
effect, but not significant on purchase decisions. Products and prices have a
significant and positive effect on customer satisfaction. Distribution and
promotion have a negatip effect although not significant on consumer
satisfaction. Purchase decision has a positip but not significant effect on consumer
satisfaction. Purchase decision and customer satisfaction have a significant and
positive effect on consumer loyalty. | en_US |
