MMM dan Tam sam som dalam analisis keputusan pembelian produk PT garam

Abstract

The increasing public demand for consumer products has triggered intense competition in the national salt

industry. PT Garam, as a state-owned producer, faces challenges in maintaining consumer loyalty,

particularly for its Segitiga G product, which has begun to lose ground to competing brands. This study

aims to evaluate the influence of the marketing mix—Product, Price, Place, and Promotion—on consumer

purchasing decisions in Surabaya, and to analyze market potential using the TAM (Total Addressable

Market), SAM (Serviceable Available Market), and SOM (Serviceable Obtainable Market) approaches.

The research employed a quantitative approach using multiple linear regression analysis. Data were

obtained through questionnaires from 61 respondents. The results indicate that the Product and Promotion

variables have a positive and significant effect on purchasing decisions, whereas the Price and Place

variables have no significant influence. The TAM analysis reveals that the potential salt market in Surabaya

is substantial, with only a portion being reachable (SAM) and a smaller portion realistically attainable

(SOM). The estimated annual revenue based on SOM is negative, indicating the need for strategic

improvements. Recommendations include increasing digital promotions, strengthening brand image, and

optimizing distribution to expand market share and improve PT Garam's competitiveness.