ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN SAYURAN HIDROPONIK DI KOTA PANGKALPINANG

GIANINA, DEWA AYU and Yamin, Muhammad and Oktarina, Selly (2024) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN SAYURAN HIDROPONIK DI KOTA PANGKALPINANG. Masters thesis, Sriwijaya University.

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Abstract

The rapid growth of the world’s population has driven urban expansion, including in Pangkalpinang, influencing an increasingly practical and health-conscious lifestyle. Hydroponic innovation has emerged as a solution to meet the demand for fresh vegetables amid limited land availability, aligning with the growing interest of urban consumers for healthy and high-quality products. This study focuses on consumer behavior by analyzing demographic characteristics, as well as socioeconomic, psychological, and marketing factors influencing purchasing decisions, along with marketing strategies to enhance sales. Using a quantitative research method, data were collected through questionnaires distributed to 170 respondents. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method to identify the factors that influence purchasing decisions. The results indicate that most consumers are women working in the private sector, with a bachelor's degree, earning between Rp 4,000,000 and Rp 6,000,000, aged in their late teens (17-25 years), married, and residing in Gabek District. The factors directly and significantly influence the decision to purchase hydroponic vegetables are perception, attitude, product, and income. Meanwhile, motivation and price do not have an effect. However, price has a significant impact on indirect effect through intervening perception. The marketing formulation is based on the results of factor analysis and tailored to consumer characteristics, adopting an approach centered on price, product, income, perception, and attitude. Key words: consumer behavior, hydroponic, influential factors, marketing strategy, PLS-SEM, purchase decision

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	faktor berpengaruh, hidroponik, keputusan pembelian, perilaku konsumen, PLS SEM, strategi pemasaran
Subjects:	S Agriculture > S Agriculture (General) > S560-571.5 Farm economics. Farm management. Agricultural mathematics. Including production standards, record keeping, farmwork rates, marketing
Divisions:	05-Faculty of Agriculture > 54101-Agribusiness (S2)
Depositing User:	Dewa Ayu Gianina Reka
Date Deposited:	20 Jan 2025 07:28
Last Modified:	20 Jan 2025 07:28
URI:	http://repository.unsri.ac.id/id/eprint/165874

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