Analisis Faktor-Faktor Bauran Pemasaran yang Memengaruhi Keputusan Pembelian Pakcoy Hijau Organik (Brassica rapa L.) di Yayasan Bina Sarana Bakti

Sagiri, Muhamad (2026) Analisis Faktor-Faktor Bauran Pemasaran yang Memengaruhi Keputusan Pembelian Pakcoy Hijau Organik (Brassica rapa L.) di Yayasan Bina Sarana Bakti. Sarjana (S1) thesis, Universitas Islam 45.

	Text PENDAHULUAN.pdf Download (271kB)
	Text BAB I.pdf Download (153kB)
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Abstract

The Bina Sarana Bakti Foundation (YBSB) is an organic vegetable producer in Bogor Regency, established in 1984. Among its activities are organic green cultivation, packaging, and marketing of organic green bok choy. This study aims to determine (1) the partial effect of the marketing mix on purchasing decisions for organic green bok choy at YBSB (2) the simultaneous effect of the marketing mix on purchasing decisions for organic green bok choy at YBSB. This study used a survey method, with 60 respondents completing questionnaires and interviews, and Multiple Linear Regression Analysis (LLA) as the analytical tool. The results showed a coefficient of determination (R Square) of 0.937, meaning that 93% of the variation in purchasing decisions was influenced by these four variables. Partially, these four variables had a significant influence. Simultaneously, the variables of product, price, place, and promotion had a significant influence on purchasing decisions for organic green bok choy at YBSB outlets.

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