Effect of Marketing Mix on Consumer Decisions in Purchasing Pesticide Products Antracol 70 WP in Enrekang Regency (Case Study on Shallot Farmers Using Pesticides in Anggeraja District)

This study aims to determine the effect of the marketing mix (product, price, promotion, and place) on consumer decisions in purchasing pesticide products Antracol 70 WP in Enrekang district. This research was conducted in Pekalobean Village, Anggeraja District. Enrekang Regency, in February 2022. The respondents in this study were domiciled in Anggeraja Subdistrict, Enrekang Regency as many as 310 farmers. The sampling technique used the simple random sampling method ( Simple Random Sampling ) as many as 50 respondents. Samples were taken through a questionnaire. The data analysis method used in this research is descriptive analysis. The results showed that the factors that most influence purchasing decisions are product, price, place and lastly promotion. This shows that the product has the largest average value of 4.45 in the "strongly agree" category, meaning that the product greatly influences farmers' decisions to purchase Antracol pesticides, because farmers choose to use Antracol pesticides because the quality of these products has good quality and product suitability farmers want.