Abstrak
Along with the increasing rate of population growth, improving income levels, increasing the level of public education, the level of population consumption of livestock products has increased, one of which is chicken meat. The people of Tarakan City are one of the biggest chicken meat consumers in North Kalimantan Province, so there are a lot of chicken farms scattered in this area to meet the local people's meat needs. Consumers in buying chicken meat choose to buy from various considerations. This is because consumers experience incompatibility with certain facilities on goods that have been purchased or hear the advantages of other prices. Based on this the researcher wants to find out more about the influence of the marketing mix on consumer decisions in purchasing broiler chicken meat (Gallus domesticus) in Tarakan City. This research aims to: 1). To determine the level of purchasing decisions of broiler chicken meat (Gallus domesticus) in Tarakan City, 2). To find out the influence of the marketing mix of broiler chicken meat (Gallus domesticus) in Tarakan City . The method used in determining the sample of respondents is the Accidental sampling method, with 80 respondents. The dependent variable (Y) in this study is decision making, while the independent variable (X) is, product, price, promotion, and location. The results of this study are: 1). The product variable (X1) has a Sig. = 0.001 0.05, so it can be concluded that the product variables have an influence on consumer decisions in purchasing broiler chickens in the Gusher market and Tenguyun market by considering several things, including the freshness of the chicken, the quality of the chicken, and the packaging of the chicken, 2). The price variable (X2) has a Sig. = 0.087> 0.05 so it can be concluded that the price variable does not affect consumers' decisions in buying broiler chickens in the Gusher market and Tenguyun market, 3). The promotion variable (X3) gets the Sig. = 0.009> 0.05 so it can be concluded that the promotion variable influences consumer decisions in buying broiler chickens in the Gusher and Tenguyun markets, and 4). Location variable (X4) based on the analysis results obtained Sig. = 0.000 0.05 so it can be concluded that the location variable influences consumer decisions in buying broiler chickens in the Gusher and Tenguyun markets.