MARKETING MIX OF PROCESSED PRODUCTS FROM ROSE BASED SYRUP IN FARMING WOMEN’S GROUP NAWASENA PRODUCTION HOUSES JEMBER

Agustin  HP; Augusto  da C. Soares; Syaiful  Amin; Rizal  Firza Bayu Hermanto

doi:10.31967/prmandala.v5i0.1187

Agustin HP Institute Technology and Science Mandala
Augusto da C. Soares Institut of Business (IOB) Timor-Leste
Syaiful Amin Institute Technology and Science Mandala
Rizal Firza Bayu Hermanto Institute Technology and Science Mandala

DOI: https://doi.org/10.31967/prmandala.v5i0.1187

Abstract

Rose farmers in Karangpring village have increased the selling value of roses through processed products made from roses. This research aims to determine the marketing mix of Farming Women’s Group production houses. Nawasena produces syrup based on rose flowers. The variables analyzed include product, price, place, promotion and purchasing decisions. The data used in this research is primary data obtained from distributing questionnaires to respondents and secondary data obtained from literature studies. The data processing method uses the multiple linear regression analysis method with the help of the SPSS version 26 analysis tool. The sample in this research is consumers who have purchased products processed by the Farming Women’s Group Nawasena production houses, namely syrup with a total of 85 people. The sampling technique used is quota sampling. The research results show that the marketing mix consisting of product, price, place and promotion partially or simultaneously influences purchasing decisions for processed rose-based syrup products at the Farming Women’s Group production house Nawasena Jember. This shows that the marketing strategy that has been used so far has been proven to increase purchases of rose-based syrup.