Abstract — The COVID 19 pandemic and the Back to Nature trend raise public awareness on the importance of eating natural foods, particularly organic vegetables, for a healthy lifestyle. The purpose of this study is to look at the impact of marketing mix and customer decisions on organic vegetable purchases. The study took place at Lai Lai Fresh, Superindo Tlogomas, Hypertmart Malang Town Square, and Giant Supermarket Dinoyo, all of which are modern markets in Malang City. Eighty (80) people were sampled utilizing the NonProbability Sampling approach, specifically Accidental Sampling. The research relied on original data gathered from direct interviews with organic vegetable buyers. Consumer views of the 7Ps, namely products, promotions, people, process, prices, places, and physical evidence, are included in the research data. Structural Equation Modeling (SEM) was based on Partial Least Squares (PLS) vdata analysis. The findings revealed that the four marketing mix elements (product, promotion, people, and process) had a high significant impact on organic vegetable purchasing decisions in Malang City. Product, promotion, people, and process all have positive coefficients, indicating that these four variables influenced the decision to buy organic vegetables. The three variables of price, location, and physical evidence, on the other hand, had no effect. Because the price difference is insignificant, it can be assumed that consumers continue to purchase organic vegetables despite rising prices. This demonstrates that organic vegetable consumers value eating organic vegetables.
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