The Effect of Marketing Strategy on Purchase Decisions in Layer Poultry Enterprises in Montong District

Abstract

Purpose: This study examines the effect of a composite marketing strategy consisting of product, price, place, and promotion on purchase decisions among customers of layer poultry enterprises in Montong District, Tuban Regency.
Methodology: A quantitative, descriptive-associative, cross-sectional design was applied to 82 customers selected through purposive sampling. Data were collected using an 18-item five-point Likert questionnaire and analyzed through descriptive statistics, validity and reliability testing, residual normality, the Glejser test, simple linear regression, t testing, F testing, and the coefficient of determination.
Results: All questionnaire items were valid, and the marketing strategy and purchase decision scales were reliable (Cronbach’s α=.869 and .740). Marketing strategy had a positive and statistically significant effect on purchase decisions (B=.133, t=2.437, p=.017), and the model was significant (F=5.939, p=.017), explaining 6.9% of the variance.
Conclusions: Marketing strategy contributes positively to purchase decisions, although its explanatory power is modest and other consumer and market factors remain influential.
Limitations: The study uses one composite independent variable and a nonprobability sample from one district, so the findings should not be generalized automatically to all poultry customers or regions.
Contributions: The study provides local empirical evidence on the integrated 4P marketing mix in layer poultry microenterprises and identifies practical priorities involving egg quality, price transparency, payment convenience, distribution, and digital communication.