Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Journal of Entrepreneurial and Business Diversity
Ayu Sita Laksmi
Universitas Warmadewa, Indonesia
Decision Sciences, Operations Research & Management

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Analysis Of Factors Influencing Consumer Purchase Decisions for Subak Timbul Rice Gede Krisna Mahartajaya; Ayu Sita Laksmi; Ni Luh Anik Puspa Ningsih
Journal of Entrepreneurial and Business Diversity Vol. 4 No. 2 (2026): Journal of Entrepreneurial and Business Diversity (April-June)
Publisher : PT. Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jebd.v4i2.448

Abstract

Purpose:This study examines and analyzes the effects of product quality, price, and promotion on consumer purchase decisions for Subak Timbul Rice.Methodology:The study involved 100 prospective consumers of Subak Timbul Rice. The sample size was determined using the Lemeshow formula, respondents were selected using probability-based simple random sampling, and the data were analyzed using descriptive statistics, classical-assumption tests, multiple linear regression, and t- and F-tests.Findings:Product quality, price, and promotion simultaneously have a positive and significant effect on consumer purchase decisions. Each variable also has a positive and significant partial effect on purchase decisions.Implication:Subak Timbul should strengthen supply-chain transparency and product identity, provide more flexible package sizes and competitive prices, intensify digital promotion, and develop relationship-building programs that encourage repeat purchasing.
Co-Authors Gede Krisna Mahartajaya Ningsih, Ni Luh Anik Puspa