Pengaruh Marketing Mix 4P terhadap Purchase Decision Petani pada Pupuk Organik Jimmy Hantu yang dimediasi oleh Brand Trust

Abstract

Produk pupuk organik kini bersaing ketat dengan pupuk kimia karena menawarkan sejumlah keunggulan, seperti ramah lingkungan dan meningkatkan kesuburan tanah secara berkelanjutan. Keberhasilan penjualan pupuk organik dapat dianalisis melalui strategi pemasaran menggunakan marketing mix 4P. Penelitian ini bertujuan untuk menganalisis pengaruh product, price, promotion, dan place terhadap purchase decision petani padi terhadap pupuk organik Jimmy Hantu, dengan brand trust sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS), melibatkan 124 responden pelaku usaha tani di Pulau Jawa yang dipilih melalui metode purposive dan voluntary sampling. Hasil penelitian menunjukkan bahwa variabel product, price, dan place berpengaruh signifikan terhadap purchase decision. Sementara itu, brand trust terbukti memediasi secara parsial pengaruh variabel product, price, dan place terhadap purchase decision. Sebaliknya, variabel promotion tidak menunjukkan pengaruh signifikan, baik secara langsung maupun melalui mediasi brand trust.

Organic fertilizers are now in tight competition with chemical fertilizers due to several advantages, such as being environmentally friendly and improving soil fertility in a sustainable manner. The success of organic fertilizer sales can be analyzed through a marketing strategies using the 4P marketing mix. This study aims to examine the influence of product, price, promotion, and place on the purchase decision of rice farmers regarding Jimmy Hantu organic fertilizer, with brand trust as a mediating variable. A quantitative approach was applied using Structural Equation Modeling based on Partial Least Squares (SEM-PLS), involving 124 farming business actors across Java Island, selected through purposive and voluntary sampling methods. The results show that product, price, and place significantly influence purchase decision. Furthermore, brand trust partially mediates the effect of product, price, and place on purchase decision. In contrast, promotion does not show a significant effect, either directly or through brand trust as a mediating variable.