Marketing Strategy Based on Marketing Mix Influence on Purchasing Decisions of Malang Apples Consumers at Giant Olympic Garden Mall (MOG), Malang City, East Java Province, Indonesia

The aim of this research was to know the influences of 7P marketing mix variables, which consists of product, price, promotion, place, people, physical evidence and process on purchasing decision of consumers in determining appropriate marketing strategy of Malang apples at Giant MOG. The result ana...

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Bibliographic Details
Published inAgriculture and agricultural science procedia Vol. 3; pp. 67 - 71
Main Authors Astuti, Retno, Silalahi, Rizky Lutfian Ramadhan, Wijaya, Galuh Dian Paramita
Format Journal Article
LanguageEnglish
Published Elsevier B.V 2015
Subjects
Malang apples
marketing mix
marketing strategy
purchasing decision
marketing mix
marketing strategy
Malang apples
purchasing decision
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Summary:The aim of this research was to know the influences of 7P marketing mix variables, which consists of product, price, promotion, place, people, physical evidence and process on purchasing decision of consumers in determining appropriate marketing strategy of Malang apples at Giant MOG. The result analysis showed that the most influential marketing mix variable was price with the odd pricing as the best strategy to increase the purchasing decision of Malang apples consumers at Giant MOG.
ISSN:2210-7843
2210-7843
DOI:10.1016/j.aaspro.2015.01.015