The influence of marketing mix attributes on consumer purchase decisions of tempeh in the agribusiness sector: evidence from Pasuruan City
DOI:
https://doi.org/10.33474/jase.v6i2.24172Keywords:
Tempeh, Purchase Decisions, Marketing MixAbstract
Understanding the influence of marketing mix attributes on consumer purchase decisions is essential for strengthening the competitiveness of agribusiness-based food products, particularly traditional processed foods such as tempeh. This study aims to analyze the effect of marketing mix attributes on consumer purchase decisions of tempeh in Pasuruan City and to identify the most dominant influencing factor. A quantitative descriptive approach was employed, with data collected in January 2025 from 70 respondents selected via accidental sampling. Purchase decision was treated as the dependent variable, while brand image, packaging, promotion, taste, and product quality served as independent variables. Data were analyzed using multiple linear regression, partial significance testing (t-test), and simultaneous significance testing (F-test). The t-test results show that taste has a significant positive effect on consumer purchase decisions (p < 0.05). In contrast, brand image, packaging, promotion, and product quality do not exhibit significant individual effects (p > 0.05). Furthermore, the F-test indicates that the marketing mix variables simultaneously have a significant influence on purchase decisions (F = 9.979; p < 0.001). These findings indicate that although marketing mix attributes collectively influence consumer decision-making, sensory attributes, particularly taste, play a dominant role in shaping consumer preferences for tempeh products. This study provides empirical evidence for agribusiness practitioners to prioritize taste-oriented product development strategies to enhance competitiveness in urban agribusiness markets.
References
Amanda, L., Yanuar, F., & Devianto, D. (2019). Uji validitas dan reliabilitas tingkat partisipasi politik masyarakat kota Padang. Jurnal Matematika UNAND, 8(1), 179-188. https://doi.org/10.25077/jmu.8.1.179-188.2019
Amilia, S. (2017). Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa. Jurnal Manajemen Dan Keuangan, 6(1), 660-669. Retrieved from https://ejurnalunsam.id/index.php/jmk/article/view/213
Astuti, I. P., & Anggresta, V. (2022). Pengaruh promosi terhadap keputusan pembelian pada Shopee Food di Jakarta Selatan. Jurnal Usaha, 3(2), 29-35. https://doi.org/10.30998/juuk.v3i2.1230
Budiyanto, E., & Novita Dwi Indriyani. (2020). Analisis Perilaku Konsumen Dalam Pembelian Produk Pada Toko Roti di Surabaya. Yos Soedarso Economic Journal (YEJ), 2(3), 56–62. Retrieved from https://ejurnal.yossoedarso.ac.id/index.php/ysej-server/article/view/YEJ-2306
Central Bureau of Statistics. (2025). Statistical Table: Consumption and Income. Average Per Capita Weekly Expenditure According to the Nuts Group Per Regency/City. Pasuruan. https://pasuruankab.bps.go.id/en/statistics-table/2/OTAjMg==/average-weekly-per-capita-consumption-according-to-nut-groups.html
Devina, Y. H., Pujianto, T., & Kastaman, R. (2021). Analisis Pengaruh Bauran Pemasaran dan Perilaku Konsumen terhadap Pengambilan Keputusan Pembelian Yoghurt di DKI Jakarta. Jurnal Agrikultura, 32(2), 168–181.
Dilasari, E. M., & Yosita, G. (2022). Pengaruh Cita Rasa Dan Promosi Melalui Media Sosial Terhadap Keputusan Pembelian Konsumen Kopi Janji Jiwa Bandar Lampung. REVENUE: Jurnal Manajemen Bisnis Islam, 3(1), 25-40. https://doi.org/10.24042/revenue.v3i1.10448
Dinata, Y. H., Wakhid, A. A., & Purnama, R. (2022). Keputusan Pembelian Ditinjau Dari Citra Merek dan Gaya Hidup Konsumen RM Sambel Alu Bandar Lampung. ANFUSINA: Journal of Psychology, 5(2), 241-258. https://doi.org/10.24042/ajp.v5i2.15715
Dzulkharnain, E. (2020). Pengaruh Persepsi Harga, Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian. IQTISHAD equity Jurnal MANAJEMEN, 1(2). https://doi.org/10.51804/iej.v1i2.543
García Salirrosas, E. E., Escobar Farfán, M., Veas González, I., Esponda Perez, J. A., Gallardo Canales, R., Ruiz Andia, R., Fernandez Daza, V. M., & Zabalaga Davila, R. F. (2024). Purchase Intention of Healthy Foods: The Determinant Role of Brand Image in the Market of a Developing Country. Foods, 13 (20), 3242. doi:10.3390/foods13203242
Ginting, N. (2015). Marketing Management. Bandung: Yrama Widya.
https://conference.upnvj.ac.id/index.php/korelasi/article/view/1191/726
Ibadurrahman, I., & Hafid, A. (2022). Pengaruh Cita Rasa, Harga dan Kemasan Terhadap Keputusan Pembelian Minuman Ringan di Keluarahan Sudian Raya Kota Makassar. JUEB: Journal of Economics and Business, 1(2), 1-9. https://doi.org/10.55784/jueb.v1i2.91
Imtiyaz, H., Soni, P., & Yukongdi, V. (2021). Role of Sensory Appeal, Nutritional Quality, Safety, and Health Determinants on Convenience Food Choice in an Academic Environment. Foods, 10 (2), 345. doi:10.3390/foods10020345
Insani, A. D. N., Sudarwati, S., & Marwati, F. S. (2023). Keputusan Pembelian Ditinjau Dari Citra Merek, Gaya Hidup, dan Keragaman Produk Merek Hanasui di Sukoharjo. JURNAL ILMIAH EDUNOMIKA, 7(2). https://doi.org/10.29040/jie.v7i2.10294
Jamal, A., & Busman, S. A. (2021). Pengaruh Cita Rasa dan Lokasi Terhadap Keputusan Pembelian Ayam Geprek Junior Cabang Pekat di Kabupaten Sumbawa, Indonesia. Jurnal Manajemen dan Bisnis, 4(2), 27–34. https://doi.org/10.37673/jmb.v4i2.1301
Khasanah, S. H., Ariani, N., & Argo, J. G. (2021). Analisis citra merek, kepercayaan merek, dan kepuasan merek terhadap loyalitas merek. Konferensi Riset Nasional Ekonomi Manajemen dan Akuntansi, 2(1), 394-411.
Kuspriyono, T. (2017). Pengaruh promosi online dan kemasan terhadap keputusan pembelian kosmetik merek Sariayu Martha Tilaar. Jurnal Khatulistiwa Informatika, 15(2), 147-154. https://doi.org/10.31294/jp.v15i2.2231
Mahardhika, M., & Arintowati, D. (2021). Keputusan Pembelian Ditinjau dari Promosi Menggunakan Media Sosial dan Word of Mouth Marketing. Jurnal Nusantara Aplikasi Manajemen Bisnis, 6(2), 138-148. https://doi.org/10.29407/nusamba.v6i2.16395
Mahendra, D. A. (2022). Analisis Faktor Faktor yang Memengaruhi Konsumsi Tempe oleh Rumah Tangga di Kota Surakarta. Agrista. https://jurnal.uns.ac.id/agrista/article/view/61992/35870
Mardiatmoko, G. (2020). Pentingnya Uji Asumsi Klasik Pada Analisis Regresi Linier Berganda (Studi Kasus Penyusunan Persamaan Allometrik Kenari Muda [Canarium Indicum L.]). BAREKENG: Jurnal Ilmu Matematika Dan Terapan, 14(3), 333-342. https://doi.org/10.30598/barekengvol14iss3pp333-342
Mukarromah, D. S., & Rofiah, C. (2019). Pengaruh Citra Merek, Desain Produk Dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Merek Bata. JMD: Jurnal Riset Manajemen & Bisnis Dewantara, 2(1), 27-36. https://doi.org/10.26533/jmd.v2i1.346
Nugroho, A. D., & Waluyo, M. (2024). The Effect of Marketing Mix 4P on Purchasing Decisions and Repurchasing Intention Prochiz in Indonesia Using the SEM and SWOT Methods. IJIEM (Indonesian Journal of Industrial Engineering & Management), 5(2), 429–436. doi:10.22441/ijiem.v5i2.22040
Nur Askita, J. B., Istiqomah, I., & Damayanti, R. (2023). Keputusan Pembelian Ditinjau Dari Kemasan, Inovasi Produk, dan Kualitas Pelayanan Pada Warung Raja Gongso di Sumber Surakarta. Jurnal Ilmiah Edunomika, 7(1). https://doi.org/10.29040/jie.v7i1.8393
Riwoe, F. L. R., & Purba, J. H. V. (2021). Analisis Sikap Multiatribut Fishbein Dalam Pengambilan Keputusan Mahasiswa Memilih Kampus IBI Kesatuan. JAS-PT (Jurnal Analisis Sistem Pendidikan Tinggi Indonesia), 5(1), 39-48. https://doi.org/10.36339/jaspt.v5i1.409
Shukla, P., Singh, J., & Wang, W. (2022). The influence of creative packaging design on customer motivation to process and purchase decisions. Journal of Business Research, 147, 338–347. doi:10.1016/j.jbusres.2022.04.026
Sugiono, S., Noerdjanah, N., & Wahyu, A. (2020). Uji Validitas dan Reliabilitas Alat Ukur SG Posture Evaluation. (2020). Jurnal Keterapian Fisik, 5(1), 55-61. https://doi.org/10.37341/jkf.v5i1.167
Sugiyono. (2022). Quantitative Research Methods. Alfabeta Publisher, Bandung.
Sujarweni, V. W. 2015. Business and Economic Research Methodology, 33. Yogyakarta: New Library Press.
Wydyanto, W., & Ridho Rafqi Ilhamalimy. (2021). The Influence of Service Quality and Product Quality nn Purchase Decisions and Customer Satisfaction (Marketing Management Literature Review). Dinasti International Journal of Management Science, 3(2), 385–394. https://doi.org/10.31933/dijms.v3i2.1157
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Miftachul Chusnah*, Azizah Zahwa, Septi Ambar Indraningtia Sukma
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
