Kualitas dan Harga sebagai Variabel Terpenting pada Keputusan Pembelian Sayuran Organik

Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh gaya hidup sehat, kualitas dan harga produk terhadap keputusan pembelian sayuran organik pada konsumen pasar ritel modern di Jakarta Utara. Pengumpulan data dilakukan dengan membagikan kuesioner kepada 80 responden. Berdasarkan pengujian statistic menggunakan analisis Structural Equation Model (SEM) diperoleh hasil yang menyatakan bahwa gaya hidup sehat tidak berpengaruh signifikan terhadap keputusan pembelian, sedangkan keputusan pembelian secara signifikan dipengaruhi oleh kualitas dan harga produk. Bagi peritel yang memasarkan sayuran organik penting untuk menekankan pada kualitas produk dan menjaga harga sesuai dengan pasaran melalui rantai pasokan yang lebih efisien. Quality and Prices as The Most Important Variable on Organic Vegetables Purchasing Decision AbstractThis research aims to examine and analyze the effect of a healthy life style, quality and price of products on purchase decisions organic vegetables on the consumer retail market modern in North Jakarta. Data was collected by distributing questionnaires to 80 respondents. Based on statistical testing using analysis of Structural Equation Model (SEM) result which states that a healthy lifestyle does not significantly influence the purchasing decision while purchasing decisions significantly affected by the quality and price of products. For retailers who sell organic vegetables important to emphasize the quality of products and keep prices according to the market through the supply chain more efficient.

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