This study was conducted at Segamas Market in Purbalingga from February to June 2024. The study aimed: 1) to identify the soclo-economic characteristics of red chili pepper consumers at Segamas Market, Purbalingga; 2) to assess the condition of the marketing mix for red chili pepper commodities at Segamas Market, Purbalingga; and 3) to anal
yse the effect of the marketing mix (product, price, place, and promotion) on red chili pepper purchase transactions among consumers at Segamas Market, Purbalingga.
Method: This study employed a case study approach, utilizing primary and secondary data. The sample was selected using a non-probability sampling technique with an accidental sampling method. The respondents were consumers purchasing red chili peppers at Segamas Market and met the researcher by chance, being considered suitable as data sources. The sample size consisted of 50 respondents.
Results: The study revealed that the characteristics of red chili pepper consumers at Segamas Market, Purbalingga, were predominantly female, aged between 37-48 years, married, with the majority having completed primary education. Most respondents were housewives with an income between IDR 1,000,000 to IDR 2,000,000, and they purchased red chili peppers three times per month. The condition of the marketing mix (product, price, place, and promotion) for red chili pepper commodities at Segamas Market, Purbalingga, wes favourable. The analysis discovered that the marketing mix significantly affected red chili pepper purchase transactions at Segamas Market, Purbalingga. It was indicated by the results of the F-test (simultaneous) where the marketing mix was found to have a simultaneous effect on red chili pepper purchase transactions, with an F-calculated value of 164.499 compared to an F-table value of 2.58, at a significance level of 0.00 0.05. additionally, the t-test (partial) results indicated that each element of the marketing mix individually showed a significant effect on red chili pepper purchase transactions, with a comparsion value of 0.000 0.05.