ANALYSIS OF MARKETING MIX ON THE PURCHASE INTEREST OF SWEET POTATOES(IPOMOEA BATATAS L.) IN THE TRADITIONAL MARKET OF WAMENA,JAYAWIJAYA REGENCY, PAPUA PROVINCE

Abstract

This study aims to determine the extent to which Product influences the purchase intention of sweet potatoes (Ipomea batatas L.), Price influences the purchase intention of sweet potatoes (Ipomea batatas L.), Place affects the purchase intention of sweet potatoes (Ipomea batatas L.), Promotion affects the purchase intention of sweet potatoes (Ipomea batatas L.), and Marketing Mix affects the purchase intention of sweet potatoes (Ipomea batatas L.) in the traditional market of Wamena, Jayawijaya Regency, Papua Province. The research method used was the explanatory research method. The explanatory method is a method in research that explains the causal relationship between variables through hypothesis testing. In this study, the population was sweet potato consumers in the Wamena Market. The sample in this study consisted of 50 samples. This study used simple regression and multiple regression analysis with data processing using SPSS 26 for Windows. The results of the study showed that there was a significant effect of the product variable on the purchasing interest in sweet potatoes, there was no significant effect of price on the purchasing interest in sweet potatoes, there was a significant effect of place on the purchasing interest in sweet potatoes, and there was a significant effect of the promotion variable on the purchasing interest in sweet potatoes. Product, Price, Place, and Promotion simultaneously influence the purchasing interest in sweet potatoes (Ipomea batatas L.). Product, Price, Place, and Promotion simultaneously influence the purchasing interest in sweet potatoes (Ipomea batatas L.) in the traditional market of Wamena, Jayawijaya Regency, Papua Province (Y).