MARKETING MIX ON PURCHASE DECISION OF HYDROPONIC VEGETABLES

The need for vegetables is increasing in line with public awareness about health. During the Covid-19 virus pandemic, demand hydroponic continued to increase. Media hydroponics farming without a soil culture, so that emerge from systems are more hygienic and healthy because they don't use pesticides. This study aims quantitatively analyze relationship or influence between independent variables product (XI), price (X2), promotion (X3), place (X4) on dependent variable decision purchase (Y). data used this primary secondary data. results showed (X1), positive other words, quality of products offered consumers will increase sales consumer confidence offered, (X2) analysis negative In also reduce purchasing consumers, (X3) positive, strategic location business access places sell sales, active intense can be done many different ways. advertising social media as well tv, radio newspapers.