Analisis Faktor Marketing Mix Terhadap Keputusan Pembelian Teh Di Pasar Swalayan Kota Surakarta

Oleh :
Tri Supiyanti - H0306097 - Fak. Pertanian

The aims of this research are to study the factors that is considered by consumers in buying tea for infants in swalayan market in Surakarta, and to study the dominant variables which considered by the tea for infants consumers swalayan market in Surakarta. The basic method of this research is used descriptive method. Location research selected by purposive method. Consumer’s sample method that used in this research is judgement sampling, with distributing quisioner or interview. The researcher takes 90 samples of buyer, based on the size of sample for analysis factors at least four or five times of total research variable. Data resources of this research are primary and secondary data. The data collected with the interview, observation, and record keeping. Data analysis used is factors analyse method. Factor analysis is an analysis that used to reduce, shorten from many variables become some factors. Factors analyse used data from the statement of responden to concerning for infants variables. The result of factor analysis indicates that there are five factors that become the consumers consideration in purchasing of tea for infants in swalayan market in Surakarta. Based on the priority, the factors are packaging factor (24,697%), place factor (12,805%), promotion factor (10,067%), product factor (8,087%), and taste factor (7,566%). While the most considered variable by consumers in buying tea for infants in swalayan market at Surakarta from each factors are image of packaging variable for packaging factor (factor loading 0,812), display variable for place factor (factor loading 0,863), gift variable for promotion factor (factor loading 0,778), kinds of tea variable for kinds of product factor (factor loading 0,548) and taste of tea variable for taste factor (factor loading 0,802).