ANALISIS BAURAN PEMASARAN KAKTUS MINI DI MITRA FLORA NUSANTARA KOTA BATU

This study aims to analyze the influence of marketing mix on the purchase decision of mini cacti (Cactaceae) at Mitra Flora Nusantara, Batu City and identify the most dominant marketing mix factors in influencing purchase decisions. The research method used is descriptive analysis with a quantitative approach, where data is collected through surveys of customers and analyzed using multiple regression tests. The results of the study show that simultaneously the variables of product, price, place, promotion, people (HR), physical environment, and process affect purchase decisions. However, partially, only the variables of price, product, place, promotion, and process had a significant effect on the purchase decision.furthermore, the results of the analysis showed that the product variable had a dominant influence on the purchase decision of the mini cactus at Mitra Flora Nusantara Kota Batu. This is because the product has the highest standardized coefficients compared to other variables. Thus, the more competitive it is to pay attention to the quality and variety of products, the more likely it is that consumers will increase their purchasing decisions. Other factors such as pricing and promotional strategies also contribute to increasing customer buying interest. The results of the Kolmogorov-Smirnov normality test show that the data used in this study has met the assumption of normality, so that regression analysis can be carried out validly. The regression equation obtained shows a positive relationship between the variables of the marketing mix and the purchase decision. The implication of this research is the need for Mitra Flora Nusantara to focus more on price strategies and improving product quality to increase competitiveness and attract more customers in the ornamental plant market in Batu City.