Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Pupuk Npk Non Subsidi Dikecamatan Binjai Hulu Kabupaten Sintang
DOI:
https://doi.org/10.26418/j.sea.v6i2.29533Abstract
The main objective of this research is to : Assess the factors that influence the consumers purchase decisions of non-subsidized NPK fertilizer in of Binjai Hulu Sintang.
This study was conducted using a case study with survey techniques . Locations were selected intentionally ( purposive) that is in the district of Binjai Hulu Sintang. Methods of data analysis used Konfirmatory Factor Analysis. Research variables is the marketing mix, of product, price, place, and promotion.
The extraction of analysis the research variables all the items variable has a value of ≥ 4 so that it can be seen that all of variable that consumers consider the purchase of non-subsidized NPK fertilizer products in Binjai Hulu Sintang.
Based on analysis of factors, factors forming Purchase Decision , Product Identity factor ( X1 ) have the most influence on purchasing decisions with a correlation coefficient of 0.751 , followed by a factor of Point of Sale ( X4 ) with a correlation coefficient of 0.707 , a factor Product Price ( X3 ) with a correlation coefficient of 0.673 , and the smallest influence is a factor Product Information ( X2 ) with a correlation coefficient - 0,523 .
Keywords : Marketing Mix, purchase decision, non-subsidized NPK fertilizer
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
