The Effect of Marketing Mix on

Minangkabau Noodle Purchase Decisions

M. Bintang Liberto A (1910523028)
BACKGROUND
Mie Minangkabau is a local product, namely
noodles made from cassava flour. This product
is marketed as a health food because it is
specially formulated, free of glutamate (MSG),
free of food coloring, free of artificial
preservatives, low in calories, and packaged in
premium and special packaging to maintain
quality. One of the unique selling points of Mie
Minangkabau is a healthy product. However,
according to direct information from several
people, knowledge about the existence of Mie
Minangkabau is still low.
Research question
1. What is the marketing mix strategy
applied by Minangkabau noodles?
2. Does the applied marketing mix
affect the customer's purchasing
decisions?
3. Has the Minangkabau noodle
marketing mix been running properly?

Research purposes
The purpose of this study was to analyze
how the marketing mix of customer
purchasing decisions at Mie
Minangkabau.
 LITERATURE REVIEW
Marketing
Marketing is the activity of marketers to run
businesses to meet market needs with goods or
services, set prices, distribute, and promote through
exchange processes in order to satisfy consumers
and achieve company goals. An important factor for
every business actor so that their products can be
more salable in the market than competitors is
marketing, because the increasingly fierce
competition, business actors must pay more
attention to the development of their business.
 LITERATURE REVIEW
Marketing Mix
The marketing mix or what is commonly called the
marketing mix has a very important role in
marketing activities, because with the marketing
mix the company can generate profits by meeting
customer satisfaction. According to Kotler and
Keller (2012), there are several elements that exist
in the marketing mix, namely: "Product, Price, Place
and Promotion.
 LITERATURE REVIEW
Buying decision
Schiffman and Kanuk (2007) state that consumers
usually seek relevant information about certain
consumption-related needs from their past
experiences before seeking external sources of
information. In addition to, Some consumer
decisions are likely to be shaped by integrating past
buying experiences as well as marketing programs
and non-commercial information sources .
 LITERATURE REVIEW
Hypothesis Development

Hypothesis 1: Marketing mix has a significant effect

on customer purchasing decisions.
Hypothesis 2: Marketing mix strategy has a
significant effect on product satisfaction
RESEARCH METHODOLOGY

Research design
Day 1
This research is classified as quantitative research
and is an example of explanatory research.
According to V. Wiratna Sujarweni (2014:39)
quantitative research is a type of research that
produces findings that can be achieved (obtained)
using statistical procedures or other means of
quantification (measurement).

Day 2 Research sites

The research took place in several
areas in Padang, West Sumatra,
Indonesia. Through the Google
Form, questionnaires were sent to
certain Padang people.
RESEARCH METHODOLOGY

Data source
Day 1
This study will use primary data collection because
the information will be collected directly by
researchers from the main sources of respondents
in the field, namely direct surveys and conducting
interviews with the people of Padang.

Day 2 Population and Sample

In this study, the population consisted of the
people of Padang who had bought Mie
Minangkabau and had never bought it, which was
determined by the researcher and the people who
will be sampled are selected people in several
areas in the city of Padang.
RESEARCH METHODOLOGY

Day 1 Sampling technique

In this study, the researcher used a probability
sampling technique using a simple random
sampling approach where everyone has the same
opportunity as others to be selected as sample
members, the respondents will be chosen randomly
by the researcher. By using simple random
sampling, we will collect data from respondents,
namely several communities in Padang..

Day 2
Thanks!