Marketing Mix Analysis on the Purchase Decision of Processed Beef Products for MSMEs in Malang, Indonesia

DOI

10.2991/978-94-6463-670-3_57How to use a DOI?

Keywords

Purchase Decision; Consumer; Processed Beef Products; MSMEs

Abstract

This study aims to analyze the consumer characteristics and identify marketing mix factors that affect consumer purchase decisions for processed beef products in Malang, Indonesia. This research was carried out from July to August 2024, involving 300 consumer respondents from 10 micro, small, and medium enterprises (MSMEs) spread across Malang City and Malang Regency. The method used in this study was descriptive quantitative using surveys with purposive and simple random sampling technique. Data analysis was carried out using the Validity Test, Reliability Test, and Multiple Linear Regression Test, which included four variables, namely product, price, place, and promotion. The results of the study showed that consumer characteristics based on gender are dominated by women, with the majority working as self-employed, having the last high school education, aged between 19–30 years, and having an average income between Rp1,000,000 to Rp3,000,000. The results of the validity and reliability test on four variables were valid and reliable. The results of the t-test showed that product variables and promotional variables had a significant influence on purchase decisions, while price variables and place variables did not show a significant influence on purchasing decisions of processed beef products from MSMEs in Malang City and Malang Regency.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Rizki Prafitri
AU  - Priyo Sugeng Winarto
AU  - Puji Akhiroh
AU  - Rizkia Kurnia Pratami
AU  - Mochammad Syahrul Ramadhani
AU  - Ary Nurdiansah
AU  - Jihan Maghfiro Alrina
PY  - 2025
DA  - 2025/04/18
TI  - Marketing Mix Analysis on the Purchase Decision of Processed Beef Products for MSMEs in Malang, Indonesia
BT  - Proceedings of the 5th International Conference on Environmentally Sustainable Animal Industry (ICESAI 2024)
PB  - Atlantis Press
SP  - 531
EP  - 552
SN  - 2468-5747
UR  - https://doi.org/10.2991/978-94-6463-670-3_57
DO  - 10.2991/978-94-6463-670-3_57
ID  - Prafitri2025
ER  -