Abstract

The Effect of Marketing Mix on the Purchase Decision of Kelulut Honey in Manggar District, East Belitung Regency (Supervised by Evahelda and Rati Purwasih). Honey kelulut is the result of honey from bees Trigona sp. Kelulut honey is easy to cultivate. This is because the kelulut honey bee does not have a sting (stingless bee) so it is safe to be cultivated around homes, plantations and the use of vacant land. Every consumer has a different pattern of consumption behavior. Therefore, as a producer, in order to be able to sell products that are marketed to buyers, it is necessary to approach consumers and their behavior. It is very important for producers to know the effect of product marketing mix, price, distribution, promotion on consumer purchasing decisions, especially in the competition for kelulut honey products. The aims of this study were: (1) to describe the marketing mix of kelulut honey in Manggar sub-district, East Belitung regency, (2) to analyze consumer purchasing decisions for kelulut honey in Manggar sub-district, East Belitung regency. sampling. The sample in the study was 100 respondents. The results showed that the characteristics of the respondents included age, gender, education level and occupation. The marketing mix in Manggar District, East Belitung Regency has been categorized as good. The decision-making process for buying kelulut honey goes through five stages, namely, need recognition, information search, alternative evaluation, purchasing action, and product consumption.