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All Journal Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Andhika Andhika
Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern
Economics, Econometrics & Finance

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Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian Obat Pertanian: pada PT Hibrida Jaya Utama Kota Semarang Andhika Andhika; Robby Andika Kusumajaya
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 6 No. 2 (2026): Juli : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v6i2.9554

Abstract

This research nvestigates the mpact of three fundamental marketing variables productquality, price,  and promotional activity on the purchasing decisions of agricultural pesticide consumers, with a case study of PT Hibrida Jaya Utama ini Semarang, indonesia. Utilizing a quantitative methodology,  primary data were collected from 70 purposively selected customers using a structured questionnaire.  Data analysis was performed through multiple linear regresision using SPSS software.iThe findings ndicate that all three ndependent variables exert a significant positive nfluence on purchasing decisions both individually and collectively.  Specifically, product quality,  competitive pricing, and effective promotion strategies are critical drivers ini this business-to-farmer (B2F)  context. The model demonstrates strong explanatory power,  with an adjusted R² of 0.867. These results offer empirical validation of traditional marketing mix theory within the agricultural nputs sector a developing economy.  The study concludes that agribusiness distributors must adopt an ntegrated strategy that prioritizes consistent product efficacy, value-based pricing, and targeted communication to optimize sales performance and farmer loyalty.
Co-Authors Kusumajaya, Robby Andika