Effect of Quality, Price, and Promotion on Pesticide Purchase Decisions at UD. Taman Argo Jaya
DOI:
https://doi.org/10.51747/s2hq2m62Keywords:
Product Quality, Price, Promotion, Purchase Decision, PesticideAbstract
The pesticide industry currently faces high competition, compelling business entities to understand consumer behavior deeply to survive. This research aims to analyze the influence of product quality, price, and promotion on pesticide purchasing decisions at UD. Taman Argo Jaya in Probolinggo Regency. Employing a quantitative approach, this study utilized primary data collected through questionnaires distributed to consumers using incidental sampling techniques. The data were analyzed using multiple linear regression, including validity, reliability, and classical assumption tests, to examine the causal relationships between variables. The findings reveal that product quality has a positive and significant effect on purchasing decisions, indicating that customers prioritize reliability and efficacy over other factors. Similarly, promotion demonstrates a positive and significant influence, proving effective in persuading consumers to complete transactions. Conversely, the price variable shows no significant effect, suggesting that consumers in this specific agricultural segment are not sensitive to price variations when selecting essential inputs. Simultaneously, these factors contribute to the purchasing decision process. These results imply that to maintain market competitiveness, the company should focus on maintaining high product standards and active promotional strategies rather than competing solely on pricing.
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Copyright (c) 2026 M. Hasbiyallah Ali Fiqri Hasbi, Titik Musriati, Mutimmah Rustianawati (Author)
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