Marketing Strategies in Improving Purchase Decisions in Businesses Syifa Hydroponic Farming Hydroponics in the City Medan

This research was conducted to analyze marketing strategies in hydroponic farming businesses using price, social media, attitudes and subjective norms as independent variables on purchasing decisions as the dependent variable, and purchase intention as an intervening variable. This research uses TRA theory. This research method is quantitative research with data analysis using Structural Equation Modeling Partial Square (SEM-PLS). This research was conducted at the hydroponic company Syifa Hidroponik in the city of Medan. The sampling technique used the Simple Random Sampling technique and 109 samples were found. The results of this research show that price has a positive influence on purchase intention, social media has a positive influence on purchase intention, attitude has a positive influence on purchase intention, and subjective norms have a positive influence on purchase intention, and purchase intention has a positive influence on purchase decisions.