MARKETING MIX ANALYSIS ON CONSUMER BUYING INTERESTS OF MORINGA LEAF NOODLE PRODUCTS IN MALANG CITY

Abstract

Moringa leaves are horticultural plants that thrive in Indonesia, especially in Malang city. To increase the value added, moringa leaves are processed into moringa leaf noodle so that they have high business prospects. Moringa leaf noodle are rich in benefits for the body because they contain vitamins A, C, calcium, flavonoids and phenols. Through marketing mix strategy, it is expected that manufacturers can increase consumer buying interest in moringa leaf noodle and products can compete in the market. This study aims to analyze the influence of marketing mix consisting of product variables (X1), price (X2), distribution (X3) and promotion (X4) simultaneously and partially to the consumer buying interest of moringa leaf noodle (Y) in Malang city. This research uses a quantitative approach. The subjects of this study were 50 respondents who purchased moringa leaf noodle in Malang city. The analysis method used is multiple linear regression, with the help of statistical package for social science (SPSS) 25.0 for the windows program. The results of the study obtained the equation of regression formed is Y = 2.292 + 0.72X1 + 0.324X2 – 0.008X3 + 0.383X4. It is concluded that product variables, prices, distribution and promotion simultaneously affect the buying interest of moringa leaf noodle. Product variables and distribution have no partial effect on the buying interest of moringa leaf noodle. Prices and promotions variables partially affect moringa leaf noodle.

Keywords

• analysis
• marketing mix
• moringa leaf noodle