PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN IKAN AYAM-AYAM ASAP DI DESA SEKARAN KECAMATAN SEKARAN KABUPATEN LAMONGAN

The marketing mix is a strategic approach that has been empirically proven to contribute to the formation of consumer preferences and purchasing decisions. This study analyzes the influence of the marketing mix (product, price, place, and promotion) on the purchasing decisions of smoked "ikan ayam-ayam" (a type of fish) in Sekaran Village, Lamongan. Data were collected from 50 consumers through questionnaires and analyzed using SEM-PLS. The results show that the four variables collectively influence purchasing decisions by 68.9%, with price and place being the most significant factors. Interestingly, promotion had a negative impact, indicating the ineffectiveness of the current strategy. The study recommends improving product quality, expanding distribution, and implementing more effective promotional strategies to boost sales.