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Syaifuddin
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THE INFLUENCE OF PRODUCT QUALITY, PRICE AND TRUST ON THE DECISION TO PURCHASE ORGANIC VEGETABLES WITH BRAND IMAGE AS AN INTERVENING VARIABLE IN THE BRASTAGI SUPERMARKET, MEDAN CITY Cut Dian Izabella; Yusniar Lubis; Syaifuddin
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 5 (2024): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i5.440

Abstract

In the context of marketing organic vegetables at the Brastagi Supermarket, Medan City, this research aims to examine the influence of product quality, price and consumer trust on brand image, as well as its impact on purchasing decisions. The research method used is a quantitative approach using multiple linear regression analysis. Data was collected through the use of questionnaires distributed to supermarket consumers. The analysis results show that product quality and price have a positive effect on brand image, while trust is not statistically significant. In addition, product quality, price, and trust also have an influence on purchasing decisions, although some of them are not statistically significant. Brand image management is proven to be important in the marketing strategy of organic vegetables in supermarkets. This research provides insight into the factors that influence consumer purchasing behavior and recommends further research to expand the population coverage and research methods used.
Co-Authors Adhe Kurniawan Afrianty, Noni Ahmad Akbar, Muhammad Caesar Alimansyar Alimuddin, Harwis Amir Mahmud Ardian Setio Utomo Arfianty, Rani Aulia, Titi Betty Cut Dian Izabella Dara Windiyarti Dian Harmaningsih Dian Pratiwi Dirmansyah Dirmanyah Dirmanyah Edwards, John Fajar Rezeki Ananda Lubis Fisrika Lahagu Friyanti, Yunida Een Gustiansyah Perdhana Putra Gustina, Nia Hajairin Hani, Rafika Hartini, Kustin Hasrul Azwar Hasibuan Hilderiah, Rosmawati Ibrahim Ahmad Jammaluddin, Maryam Kamase, Hamka Witri Kurniasari Febrianti, Binar Kusumawardana, Arya Leila Mona Ganiem Lis Fitramadan Loebis, Roma Ayuni A. Loebis, Roma Ayuni A. Loebis, Roma Ayuni Aminoeddin Maliki, Ona Matondang, Sofiyan Misbahul Munir mita, Armita Moh. Rofiki MUHAMMAD FAHMI Muhammad Fladimir Herlambang Novelita, Maria pengelola, pengelola Pinondang Nainggolan Pramadeka, Katra PUTRI, NABILAH Qudus Nofiandri Eko Dwi Sucipto Raudloh, St. Resti Nurfaidah Ris Riana, Derri Romi Adetio Setiawan Roni Prasetyo, Roni Royb Fatkhur Rizal Saefullah Azhari Salman Faris Sarina C.L. Senata Adi Prasetia Setiawan, Romi Adetio Seva Fadillah Simanihuruk , Peran Singgih Dwi Prasetyo Siti Komsiah Sofiyan Sofiyan Sucipto Sukarman Sukarman Sulaiman Suriati Tirawani Susi Yunarti Suwarno, Bambang Suwatah Syaiful Amri Syamsuddin Tengku Riza Zarzani N Toni , Nagian Umarama, Samad Veithzal Rivai Zainal Wijayanti Yohny Anwar Yudin Yulianti, Yeni Yusniar Lubis Zabadi, Fairus