ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN, KEPUASAN DAN LOYALITAS PETANI DALAM PEMILIHAN VARIETAS BENIH PADI DI KABUPATEN JEMBER

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.