The Influence of Product Quality and Price on The Purchase Decision of Fukumi Porang Rice in Bandar Lampung
DOI:
https://doi.org/10.70062/greeneconomics.v2i3.287Keywords:
Product Quality, Price, Purchase DecisionAbstract
This research aims to examine how product quality and price influence the purchasing decisions of consumers buying Fukumi brand porang rice in Bandar Lampung City. As a healthier rice alternative, Fukumi porang rice has become popular among individuals who are health-conscious, particularly those on diets or managing diabetes. A quantitative method was applied, using surveys distributed to 150 buyers of Fukumi rice. The data were analyzed using multiple linear regression. The findings reveal that both product quality and price have a significant impact on purchasing decisions. The regression analysis shows that product quality accounts for 54.1%, while price accounts for 57% of the decision-making process. An Adjusted R² of 0.567 indicates that 56.7% of the variation in purchase decisions is explained by these two factors, with the remaining 43.3% influenced by other variables not included in this study. These results emphasize the need for businesses to consistently deliver high product quality and set prices that reflect customer value to stay competitive.
References
Triyanto, Kebijakan Perberasan Nasional dan Ketahanan Pangan. Jakarta: Pusat Analisis Sosial Ekonomi dan Kebijakan Pertanian, Departemen Pertanian, 2006.
Marjuki, Kebutuhan Gizi dan Konsumsi Pangan Pokok di Indonesia. Jakarta: Badan Ketahanan Pangan, Departemen Pertanian, 2008.
I. G. A. P. S. Nurcahya, D. Lestari, and E. Suryanto, “Pengembangan Beras Analog Berbasis Umbi Porang sebagai Upaya Diversifikasi Pangan,” Jurnal Teknologi dan Pangan, vol. 20, no. 1, pp. 45–52, 2022.
P. Kotler and G. Armstrong, Principles of Marketing (15th ed.). Upper Saddle River, NJ: Pearson Education, 2016.
K. L. Kotler, P., & Keller, “Marketing Management (15th ed.),” Upper Saddle River, NJ: Pearson Education, 2016.
K. Samarra, “Analisis Pengaruh Atribut Produk Terhadap Minat Beli Beras Porang (Studi Kasus Pada Konsumen Di Kota Tanggerang),” Skripsi: Universitas Sultan Ageng Tirtayasa, 2023.
I. Reinaldo and S. Chandra, “The Influence of Product Quality, Brand Image, and Price on Purchase Decision at CV Sarana Berkat Pekanbaru,” Journal of Applied Business and Technology, vol. 1, no. 2, pp. 137–150, May 2020, doi: 10.35145/jabt.v1i2.40.
Fetrizen and N. Aziz, “ANALISIS PENGARUH KUALITAS PRODUK, HARGA, PROMOSI TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN (AMDK) MEREK AICOS PRODUKSI PT. BUMI SARIMAS INDONESIA,” Mar. 11, 2019. doi: 10.31219/osf.io/w6dt5.
C. A. Sari, “Pengaruh Kualitas Produk, Harga Dan Saluran Distribusi Terhadap Keputusan Pembelian Beras (studi kasus konsumen Kilang Padi Kamoa di Desa Aek Badak Kecamatan Sayurmatinggi Kabupaten Ta-panuli Selatan),” Skripsi: IAIN Padang sidimpuan, 2021.
V. Verdiyanto, F. Fatimah, and H. Hermawan, “PENGARUH KUALITAS PRODUK, HARGA DAN PACKAGING TERHADAP KEPUTUSAN PEMBELIAN BERAS RANTAU DI UD. PUTRA SULTAN,” Growth, vol. 20, no. 2, p. 457, Jan. 2023, doi: 10.36841/growth-journal.v21i1.2628.
Mendur, Tawas, and Arie, “The Effect Of Price Perception, Product Quality And Store Atmosphere On Pur-chasing Decisions At Immanuel Sonder Stores,” Jurnal Emba: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, vol. 9, no. 3, 2021.
P. Kotler and G. Armstrong, Principles of marketing (14th ed.). Pearson Education, 2012.
F. Tjiptono, Strategi pemasaran (edisi revisi). Yogyakarta: Andi, 2011.
P. Kotler, Manajemen pemasaran (Jilid 1, Edisi ke-12). Jakarta: Indeks, 2008.
P. Kotler and Keller, Manajemen Pemasaran. 13th ed. Jakarta: Erlangga, 2009.
S. P. Sari, “Hubungan Minat Beli Dengan Keputusan Pembelian Pada Konsumen,” Psikoborneo: Jurnal Ilmiah Psikologi, vol. 8, no. 1, p. 147, Mar. 2020, doi: 10.30872/psikoborneo.v8i1.4870.
F. Tjiptono, “Strategi Pemasaran, Edisi 3,” Yogyakarta: Andi, 2008.
Sugiyono, Metode Penelitian Kuantitatif. Bandung: Alfabeta, 2018.
Sugiyono, Metodelogi Penelitian Kuantitatif dan Kualitatif Dan R&D. Bandung: Alfabeta, 2019.
A. Sanusi, Metodologi Penelitian Bisnis. Jakarta: Penerbit Salemba Empat, 2014.
A. Hair J, R, B. Babin, and W. Black, Multivariate Data Analysis. Australia: Cengage, 2014.
D. Priyatno, SPSS : Panduan Mudah Olah Data Bagi Mahasiswa Dan Umum. Yogyakarta: Penerbit Andi, 2018.
I. Ghozali, Aplikasi Analisis Multivariatel Delngan Pogram IBM SPSS, Edisi 9. Semarang: Badan Penerbit Universitas Diponegoro, 2018.
S. Santoso, Statistik Multivariat Edisi Revisi Konsep dan Aplikasi dengan SPSS. Jakarta Pusat: PT Elex Media Kompu-tindo, 2014.
P. S. Halyana and S. Bangsawan, “The Influence of Price and Product Quality on Purchase Decisions with Pur-chase Intention as Intervening Variable (Study on Mixue Lampung),” International Journal of Regional Innovation, vol. 3, no. 4, Dec. 2023, doi: 10.52000/ijori.v3i4.93.
