Analysis of the Influence of Marketing Mix on Purchasing Decisions for Ornamental Plants Using Chi-Square in Kendari City

Authors

  • Dimas Muhammad Taufiq
    Department of Agribusiness Faculty of Agriculture Halu Oleo University
  • Agustono Slamet
    Department of Agribusiness Faculty of Agriculture Halu Oleo University https://orcid.org/0000-0002-9205-4000

Keywords:

chi-square test, Kendari City, marketing mix, ornamental plants, purchase decision

Abstract

Public interest in ornamental plants continues to increase along with the trend of green lifestyle and urbanization. These changes encourage businesses to refine their marketing strategies to better attract consumers. The marketing mix, which includes elements of product, price, promotion, and place, is believed to play a significant role in influencing purchasing decisions for ornamental plants. However, the influence of each element has not been widely studied empirically in Eastern Indonesia, especially Kendari City. This study employs Chi-Square analysis to examine the impact of the marketing mix on purchasing decisions for ornamental plants. This research was conducted from January to April 2024 in Kendari City with a descriptive quantitative approach. The research sample consisted of 50 respondents selected purposively, namely consumers who had purchased ornamental plants in the last three months. The independent variables in this study include product, price, place, and promotion, while the dependent variable is the purchase decision. The analytical tool used is the Chi-Square test to determine the relationship between each element of the marketing mix and purchasing decisions. The analysis results indicate that the product and place variables are significantly related to the purchase decision for ornamental plants, whereas price and promotion do not have a significant influence. These findings provide a preliminary understanding of consumer preferences for ornamental plants in the local market, offering a basis for developing more effective and evidence-based marketing strategies in urban areas.

Downloads

Download data is not yet available.

References

Akpinar, M. G., Aykin, S. M., Sayin, C., & Ozkan, B. (2009). The role of demographic variables in purchasing decisions on fresh fruit and vegetables. Journal of Food, Agriculture and Environment, 7(3–4), 106 – 110. https://www.scopus.com/inward/record.uri?eid=2-s2.0-73949141710&partnerID=40&md5=0d58d6a5da6d2fdab6ebc2243b9e9ed2

Behe, B. K., Huddleston, P. T., & Hall, C. R. (2022). Gardening Motivations of U.S. Plant Purchasers During the COVID-19 Pandemic. Journal of Environmental Horticulture, 40(1), 10–17. https://doi.org/10.24266/0738-2898-40.1.10

Cavalcanti, T. F. M., Sudré, C. P., Vieira, C. V., Soares Filho, E. S., Araújo, M. do S. B. de, Bispo, R. B., & Rodrigues, R. (2024). Ornamental peppers: there is some accounting for taste. Ornamental Horticulture, 30. https://doi.org/10.1590/2447-536x.v30.e242724

Hung, D. D. T., Linh, N. P., & Tien, D. T. (2024). The Impact of Marketing Mix on Consumer Green Product Purchase Intention in Hochiminh City, Vietnam. International Journal of Economics, Business and Management Research, 08(11), 291–303. https://doi.org/10.51505/IJEBMR.2024.81120

Laheri, V. K. (2017). Impact Of Demographic Variables For Purchase Of Green Products. Indian Journal of Commerce & Management Studies, VIII(1), 69–76. https://doi.org/10.18843/ijcms/v8i1/11

Meutia, Z., & Mauliza, P. (2024). Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian pada Khawila Store di Medan. Kajian Ekonomi Dan Akuntansi Terapan, 1(2), 273–285. https://doi.org/10.61132/keat.v1i2.420

Morrison, P. S., & Beer, B. (2017). Consumption and Environmental Awareness: Demographics of the European Experience (pp. 81–102). https://doi.org/10.1007/978-981-10-0099-7_5

Paiva, P. D. de O., Reis, M. V. dos, Sant’Ana, G. S., Bonifácio, F. de L., & Guimarães, P. H. S. (2020). Flower and ornamental plant consumers profile and behavior. Ornamental Horticulture, 26(3), 333–345. https://doi.org/10.1590/2447-536x.v26i3.2158

Palma, M. A., Collart, A. J., & Hall, C. R. (2010). Repeat Buying Behavior for Ornamental Plants: A Consumer Profile. Research Papers in Economics. https://econpapers.repec.org/paper/agssaea10/56332.htm

Pratiwi, N., & Azka, B. P. (2021). Pengaruh Marketing Mix terhadap Keputusan Pembelian Bibit Tanaman pada Kawasan Lubuk Minturun Kota Padang. Jurnal Ekobistek, 77–84. https://doi.org/10.35134/ekobistek.v9i2.74

Ramalingam, S., & G.Rajalakshmi. (2018). The impact of Demographic factors on Consumers' Green Purchase Awareness. Journal of Emerging Technologies and Innovative Research. https://www.jetir.org/view?paper=JETIR1802042

Rihn, A., Khachatryan, H., Campbell, B., Hall, C., & Behe, B. (2016). Consumer preferences for organic production methods and origin promotions on ornamental plants: evidence from eye-tracking experiments. Agricultural Economics (United Kingdom), 47(6), 599 – 608. https://doi.org/10.1111/agec.12258

Saili, A. R., Bachik, N., & Mohammad Azam, N. H. (2024). The impact of mixed marketing strategies on the sales of agricultural products: a case study in Johor, Malaysia. Food Research, 8(Supplementary 4), 94–99. https://doi.org/10.26656/fr.2017.8(S4).14

Schöps, J., Gabriel, A., & Menrad, K. (2009). Young Families As Buyers Of Horticultural Products. Acta Horticulturae, 817, 285–292. https://doi.org/10.17660/ActaHortic.2009.817.30

Sudrajad, G., & Sutanto, J. . (2020). The Influence of the Application of Marketing Mix on the Purchase Decision of Prospective Consumers of Grand Cempaka Housing. KnE Social Sciences. https://doi.org/10.18502/kss.v4i3.6391

Sugiyono. (2015). Statistik Non Parametris Untuk Penelitian (13th ed.). Alfabeta.

Verma, S. (2017). Niche level segmentation of green consumers. South Asian Journal of Business Studies, 6(3), 274–290. https://doi.org/10.1108/SAJBS-05-2016-0040

Wei, X., Knuth, M., & Khachatryan, H. (2024). The Role of Consumers' Knowledge of Native and Pollinator-Friendly Plants and Their Prioritization of Plant Characteristics in Purchase Decisions. HortScience, 59(7), 941–948. https://doi.org/10.21273/HORTSCI17637-23

Published

2025-03-31

How to Cite

Taufiq, D. M., & Slamet, A. (2025). Analysis of the Influence of Marketing Mix on Purchasing Decisions for Ornamental Plants Using Chi-Square in Kendari City. International Journal of Agricultural Social Economics and Rural Development (Ijaserd), 4(2), 122–126. https://doi.org/10.37149/ijaserd.v4i2.1937

Issue

Vol. 4 No. 2 (2024)

Section

Articles
Digital Object Identifier
https://doi.org/10.37149/ijaserd.v4i2.1937
Copyright & Licensing

Copyright (c) 2024 Dimas Muhammad Taufiq

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY-SA) 4.0 License that allows others to share the work with an acknowledgment of the work’s authorship initial publication in this journal.