The Influence of Marketing Mix on Consumer Purchase Intention for Equine Black Garlic Products at Universitas Padjadjaran

Abstrak

Black garlic is a processed product derived from fresh garlic through a fermentation process that changes its color, texture, and taste while increasing its bioactive compound content. Equine Black Garlic is an innovative product marketed within Universitas Padjadjaran. This study aims to analyze the effect of the marketing mix, which includes product, price, promotion, and distribution, on consumers’ purchase intention. The research employed a survey method by distributing questionnaires to respondents who are consumers or potential consumers of Equine Black Garlic. Data were analyzed using multiple linear regression to determine the influence of each marketing mix variable on purchase intention. The results showed that product, price, promotion, and distribution variables had a positive and significant effect on consumers’ purchase intention, both simultaneously and partially. The product factor had the most dominant influence, followed by promotion, price, and distribution. These findings indicate that improving product quality and implementing effective promotional strategies can increase consumer purchase intention. This study concludes by recommending strengthening product quality and expanding promotional strategies as the main priorities in developing Equine Black Garlic marketing.