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All Journal J-SAKTI (Jurnal Sains Komputer dan Informatika) Jurdimas (Jurnal Pengabdian Kepada Masyarakat) Royal JOURNAL OF SCIENCE AND SOCIAL RESEARCH Journal of Humanities and Social Studies International Journal of Economics Development Research (IJEDR) Jurnal Tunas Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) J-SAKTI (Jurnal Sains Komputer dan Informatika) Jurnal IPTEK Bagi Masyarakat Jurnal Pemberdayaan Sosial dan Teknologi Masyarakat Journal of Artificial Intelligence and Digital Business Sanskara Manajemen dan Bisnis Priviet Social Sciences Journal West Science Business and Management West Science Journal Economic and Entrepreneurship Jurnal Ekonomi dan Kewirausahaan West Science IIJSE
Sinaga, Hommy Dorthy Ellyany
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Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Physics Public Health Social Sciences Other

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Journal : Dinasti International Journal of Economics, Finance

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The Influence of Word of Mouth, Product Completeness and Product Attractiveness on Fertilizer Purchase Decisions at Growmart (Cab. Usaha Tani) Sinaga, Hommy Dorthy Ellyany; Setyorini, Dian; Januari, Amanda Putri
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 3 (2025): Dinasti International Journal of Economics, Finance & Accounting (July-August 2
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i3.4578

Abstract

This study aims to analyze the influence of word of mouth, product completeness, and product appeal on fertilizer purchasing decisions at Growmart (Agricultural Business Branch) located on Jl. Jenderal Sudirman, Bagan Batu, South Labuhanbatu, Riau. The background of this study is based on the tight business competition in the agricultural sector and the low volume of fertilizer sales at Growmart, which is suspected to be influenced by the less than optimal marketing strategy and the mismatch of stock with consumer needs. This study uses a quantitative approach with a survey method through a questionnaire distributed to 292 respondents, determined by the Slovin formula from a population of 1,076 people. The sampling technique uses the random sampling method. Data analysis was carried out through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficients of determination (Adjusted R²). The results of the study showed that partially and simultaneously, the variables word of mouth, product completeness, and product appeal have a significant effect on fertilizer purchasing decisions at Growmart. Word of mouth has a positive influence because it provides information that is trusted by consumers. Completeness of the product encourages consumers to buy in one place practically. While the appeal of the product increases interest through attractive visuals, packaging, and presentation
Co-Authors - Afrizal . Syamsulbahri A., Chevy Herli Sumerli Aat Ruchiat Nugraha Ali muhajir, Ali Andi Harmoko Arifin andriyani, suci Arridha Zikra Syah Asep Supriyadi Asniar, Nunut Batjo, Siti Nurjana Batjo, Sitti Nurjana Degdo Suprayitno Dewi ANGGRAENI Edi Kurniawan Fauzi, Rizal Ula Ananta Harahap, Subur Herlambang, Albert Huang, Kelly Irawati, Novica Januari, Amanda Putri Judijanto, Loso Karo-karo, Alex P. khusnul khotimah Kristian Panjaitan, Feliks Anggia Binsar Lazuardi, Dedy Loo, Petrus M, Desma Erica Maryati Manik, Desma Erica Maryati Muhamad Ridhayantho, Muhamad Nainggolan, Elisabeth Nasution, Lisa Elianti Novi Darmayanti Piliang, Rizaldi Prananingrum, Dwi Kartika Redjeki, Finny Santosa, Tomi Apra Setiawan, Zunan Setyorini, Dian Siagian, Yessica Situmorang, Irvan Rolyesh Sri Rezeki Tantra, Zavier Tiofanny, Claudie Triadi, Defri Utami, Eva Yuniarti Wangsa, Fendy Waty, Venny Wibaselppa, Anggawidia Wijaya, Michael Kurniawan Wulandari, Andi Sri Rezky Yatimin Yatimin