effect of marketing mix and consumer behavior on the decision to purchase hydroponic vegetables

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