The Influence of Marketing Mix on Purchase Decision Through Purchase Intention in Free-Range Chicken Eggs in East Java (Case Study of Free-Range Chicken Egg in Surabaya & Malang)

DOI

10.2991/978-94-6463-880-6_25How to use a DOI?

Keywords

Purchase Intention; Purchase Decision; Free Range Eggs

Abstract

Market dynamics are constantly changing, in terms of needs, preferences, expectations, social and economic trends. The current healthy lifestyle trend is changing consumer tastes to meet their needs. Currently, consumer interest and demand for functional food has increased, one of which is free-range chicken egg products.This study aims to analyze the influence of the marketing mix (product, price, place, promotion) on purchase decision through purchase intention in free-range chicken eggs in East Java. The research data consists of two types, namely primary data and secondary data. Primary data was obtained through direct interviews with consumers of free-range chicken eggs, while secondary data was obtained from journals, text books and other data relevant to the research topic. The research data was collected using a Likert scale questionnaire distributed to 600 respondents at traditional and semi-modern markets in Malang (Pasar Besar & Pasar Oro-oro Dowo) and Surabaya (Pasar Wonokromo & Pasar Keputran), utilizing convenience sampling techniques. The collected data was then analyzed using path analysis with SmartPLS 4. The results showed that, partially, product, price, place, and promotion significantly influence purchase intention (p < 0.05). Additionally, product, price, and buying interests significantly influence purchase decision (p < 0.05), whereas place and promotions do not significantly influence purchase decision (p > 0.05). Furthermore, product, price, place, and promotion significantly influence purchase decision through purchase intention (p < 0.05). It can be concluded that buying interest effectively mediates the influence of the marketing mix on purchase decision. Recommendations from the research results, namely the need for free-range chicken egg producers to increase promotions and sales service facilities both offline and online. This can influence buying interest and increase consumer decisions in buying free-range chicken eggs.

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  - Ariani Trisna Murti
AU  - Budi Hartono
AU  - Hari Dwi Utami
AU  - Tri Wahyu Nugroho
AU  - Difa Al Abror
PY  - 2025
DA  - 2025/10/31
TI  - The Influence of Marketing Mix on Purchase Decision Through Purchase Intention in Free-Range Chicken Eggs in East Java (Case Study of Free-Range Chicken Egg in Surabaya & Malang)
BT  - Proceedings of the 11th International Conference of Innovation in Animal Science (ICIAS 2024)
PB  - Atlantis Press
SP  - 220
EP  - 230
SN  - 2468-5747
UR  - https://doi.org/10.2991/978-94-6463-880-6_25
DO  - 10.2991/978-94-6463-880-6_25
ID  - Murti2025
ER  -