Analisis Faktor-Faktor yang Mempengaruhi Keputusan Konsumen dalam Membeli Sayuran Hidroponik di Kota Malang

Pandu Gumilang, Bambang Siswadi, Zainul Arifin

Abstract


Abstract

The healthy lifestyle trend has increased the demand for hydroponic vegetables as a hygienic, nutritious, and environmentally friendly food alternative. However, consumer purchase decisions are influenced by various factors that require comprehensive analysis. This study aims to analyze the effects of price perception, product quality, environmental awareness, and accessibility on the purchase decision of hydroponic vegetables in Malang City, both directly and indirectly through purchase intention as a mediating variable. The research employed a quantitative approach with explanatory research design. A total of 120 respondents were selected using accidental sampling, and data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with SmartPLS. The findings indicate that product quality, environmental awareness, accessibility, and purchase intention have a significant positive effect on purchase decisions, while price perception shows a positive but insignificant effect. Indirectly, all independent variables positively affect purchase decisions through purchase intention, with varying levels of significance. These results emphasize that purchase intention plays a key role in strengthening the relationship between external factors and consumer purchase decisions, suggesting that marketing strategies should focus on improving product quality, accessibility, and consumer education on the environmental benefits of hydroponic vegetable consumption.

Keyword: Price, Product Quality, Environmental Awareness, Accessibility, Purchase Intention, Purchasing Decision, Hydroponic Vegetables

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References


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