The Effect of Marketing Mix and Consumer Behavior on the Decision to Purchase Hydroponic Vegetables: Study on Consumers of P4S Hikmah Farm

This study aims to determine the effect of the marketing mix and consumer behavior both partially and simultaneously on the purchasing decisions of hydroponic vegetables on the consumers of P4S Hikmah Farm. This type of research is quantitative research. The sampling technique in this study uses accidental sampling. The number of samples used in this study was 50 respondents. Methods of data collection through questionnaires, interviews, and documentation. The data analysis technique used is multiple linear regression analysis and descriptive analysis. The results showed that partially variable of product, price, and promotion have a positive effect on purchasing decisions for hydroponic vegetables. Variable of place, cultural factor, personal factor, and psychological factor did not influence the purchasing decisions of hydroponic vegetables. Variable social factors have a negative effect on purchasing decisions for hydroponic vegetables. Simultaneously marketing mix and consumer behavior have a positive effect on purchasing decisions for hydroponic vegetables. The dominant variable in purchasing decisions is a product