Marketing Mix of One Tumbol One Product

Abstract

             This research were quantitative and qualitative research, aim to evaluate significant level of consumebehavior significant level and compare marketing mix of One Tumbol One Products (OTOP), relationship between consume behavior and significant level and compare marketing mix of OTOP and marketing mix model of One Tumbol One Productsby accidental sampling 385 respondents. Questionnaire was the tool to collecting data with confidence level at .88. The analysis was conducted by computer software, statistical treatments by program computer namely: frequency, percentage, means, standard deviation, ranking, hypothesis tested by t – test and F-test, Pearson Correlation, and Multiple Regression at statistical level .05, the research analyzed found that. 
            1. The majority of OTOP consumer were female 203 respondents (52.7 %), their age between 36 – 45 year old 133 respondents (34.5%), education level bachelor degree 159 respondents (41.3%), occupation business employees 157 respondents (40.8%) and average income per month 15,001 – 25,000147 respondents (38.2%). 
            2. Finding indicated that overall area of OTOP consumer behavior were at high level, however raking by mean first were product selectionarea (x̄=3.99),nature products area ( x̄ =3.96),place area ( x̄ =3.87), expenditure 4 months ago (x̄=3.36), and purchasing frequency 6 months ago (x̄=3.26) respectively 
            3. Finding indicated that over all area ofOTOP marketing mix were at very high level, However the raking by meant firstly were physical area (x̄=4.06), place area (x̄=4.02), product area ( x̄ =3.99),price area ( x̄ =3.98) process area (x̄= 3.97), employee area (x̄=3.96),promotion area (X= 3.90), at very high level respectively    4. Hypothesis tested finding indicated that 
                     4.1 There were not significant deferent of OTOP marketing mix classified by gender, age, education attain occupation, and average income. 
                     4.2 There were at moderate relationship level at significant level .05 between significant level and compare marketing mix of OTOP and 30 consume behavior in term of nature products area, purchasing frequency 6 months ago, and selecting area and expenditure 6 months ago. 
            5. Marketing mix model of One Tumbol One Productsby= 702.44(X1)place area+650.18(X2) price area+609.55(X3)product area + 391.45(X4) employee are+ 357.23(X5)physical area.