PENGARUH HARGA, KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN BERAS ORGANIK DI JAKARTA

Ferryal Abadi · Herwin Herwin

11 citations0/0 files storedJurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT

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Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies Organic Food and Agriculture

Abstract

This study aims to analyze the effect of price, product quality and service quality on purchasing decisions for organic rice at the Indonesian Organic Community (KOI). This study has a type of quantitative research with respondents as many as 270 people who are customers of the Indonesian Organic Community (KOI). The research method will be conducted using primary data with structural equation modelling as a data processing model. This research is expected to produce a deep understanding of the factors that significantly influence the decision to buy other organic products and managerial proposals that are necessary for the development of the organic food business, especially rice.

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