ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI BAURAN PEMASARAN TOMAT DAN CABAI DI PASAR MINI KABUPATEN WAJO

Abstract

This study was conducted at the Mini Market in Siengkang Sub-district, Wajo Regency, from December 2024 to March 2025. The objective of this research is to identify the factors influencing the marketing mix of tomatoes and chilies in the Mini Market of Wajo Regency. The research employs descriptive analysis and multiple linear regression analysis. The sampling method used is a saturated sample, involving all tomato and chili vendors operating in the Mini Market, with a total of 27 respondents. This study utilizes both primary and secondary data, collected through questionnaires, observations, interviews, and documentation.

The findings indicate that the four components of the marketing mix—product, price, place, and promotion—do not significantly influence the marketing mix variable, either simultaneously or partially. This conclusion is supported by the results of the F-test and t-test, which show that the significance values of each variable exceed the threshold of α = 0.05, leading to the rejection of the alternative hypothesis. Furthermore, the coefficient of determination (R²) value of 0.094 suggests that only 9.4% of the variation in the marketing mix can be explained by these four variables, while the remaining 90.6% is influenced by other factors not examined in this model. Thus, although the marketing mix is theoretically important in marketing activities, in the context of traditional markets such as the Mini Market in Wajo Regency, other factors outside the marketing mix may have a greater impact on consumer purchasing decisions and vendors marketing strategies