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All Journal JURNAL ILMIAH AGRINECA
Yuan Alfian
Program Studi Agribisnis, Fakultas Pertanian, Universitas Islam Kadiri
Aerospace Engineering Agriculture, Biological Sciences & Forestry Materials Science & Nanotechnology

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Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian Frozen Sirsak: Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian Frozen Sirsak Yuan Alfian; Navita Maharani; Vifi Nurul Choirina
JURNAL ILMIAH AGRINECA Vol 26 No 2 (2026): JURNAL ILMIAH AGRINECA
Publisher : JURNAL ILMIAH AGRINECA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36728/afp.v26i2.6727

Abstract

The perishability of soursop fruit necessitates value-added processing innovations to minimize post-harvest losses and improve market competitiveness. Frozen soursop products represent one such innovation; however, consumer purchasing decisions are influenced by perceptions of price and product quality. This study aimed to examine the effects of price and product quality on purchasing decisions for frozen soursop products in Wonorejo Trisulo Village, Kediri Regency. A quantitative approach was employed using purposive sampling involving 105 consumers who had previously purchased frozen soursop products. Primary data were collected through Likert-scale questionnaires and analyzed using multiple linear regression. The findings revealed that price and product quality had positive effects on consumer purchasing decisions, both partially and simultaneously. Product quality was identified as the most influential factor affecting purchasing behavior. These findings highlight the importance of maintaining product quality while implementing appropriate pricing strategies to enhance consumer interest and competitiveness of frozen soursop products. This study provides practical implications for agroindustry stakeholders in developing value-added products from perishable agricultural commodities.
Co-Authors Navita Maharani Vifi Nurul Choirina