Marketing Strategy Based on Marketing Mix Influence on Purchasing Decisions of Malang Apples Consumers at Giant Olympic Garden Mall (MOG), Malang City, East Java Province, Indonesia

The aim of this research was to know the influences of 7P marketing mix variables, which consists of product, price, promotion, place, people, physical evidence and process on purchasing decision of consumers in determining appropriate marketing strategy of Malang apples at Giant MOG. The result analysis showed that the most influential marketing mix variable was price with the odd pricing as the best strategy to increase the purchasing decision of Malang apples consumers at Giant MOG.