Analysis of Marketing Mix Strategies for Sales of Agricultural Products on E-Marketplace in Indonesia

International Journal of Economics and Management Studies

© 2021 by SSRG - IJEMS Journal

Volume 8 Issue 2

Year of Publication : 2021

Authors : Reni Diah Kusumawati, Teddy Oswari, Tristyanti Yusnitasari, Himanshu Dutt

10.14445/23939125/IJEMS-V8I2P117

How to Cite?

Reni Diah Kusumawati, Teddy Oswari, Tristyanti Yusnitasari, Himanshu Dutt, "Analysis of Marketing Mix Strategies for Sales of Agricultural Products on E-Marketplace in Indonesia," SSRG International Journal of Economics and Management Studies, vol. 8,  no. 2, pp. 118-122, 2021. Crossref, https://doi.org/10.14445/23939125/IJEMS-V8I2P117

Abstract:

Agriculture is an important sector in Indonesia with the largest contribution in the economic sector. The biggest obstacle faced by farmers is the length of the distribution chain for agricultural products to reach consumers. The length of this distribution chain has resulted in high prices for agricultural products, but this has not been matched by an increase in farmer income. The E-marketplace is expected to be an alternative in selling agricultural products, so the consumer can get the products directly and pay attention to the elements of the marketing mix in order to determine the right marketing strategy to attract consumers to buy agricultural products on e-marketplace. This study discusses purchasing decisions made by agricultural product e-marketplace users by paying attention to 7P’s elements of the marketing mix. The data collection method used a questionnaire and analyzed using multiple linear regression. The results of this study indicate that simultaneously all elements of the marketing mix (product, price, promotion, place, people, physical evidence, process) have an effect on purchasing decisions of agricultural products.

Keywords:

Agriculture, E-Marketplace, Marketing Mix, Purchase Decision.

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