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All Journal Jurnal Sosial Ekonomi Pertanian Jurnal Sosial Ekonomi Pertanian Analisis Kebijakan Pertanian Forum Agribisnis Buletin Penelitian Sosek Briliant: Jurnal Riset dan Konseptual Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Jurnal AGROSAINS dan TEKNOLOGI Jurnal Ilmiah Universitas Batanghari Jambi Jurnal Pertanian Agros JURNAL ILMIAH MAHASISWA AGROINFO GALUH AGROMIX JURNAL AGRICA MABIS: Manajemen dan Bisnis Jurnal Ilmiah RESPATI International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Agroplasma Jurnal Bisnis Tani ZIRAA'AH MAJALAH ILMIAH PERTANIAN Analisis Kebijakan Pertanian Community Development Journal: Jurnal Pengabdian Masyarakat Journal of Management - Small and Medium Enterprises (SME's) International Journal of Eco-Innovation in Science and Engineering (IJEISE) Jurnal Ilmiah Agribios Agrimansion: Agribusiness Management & Extension J.Abdimas: Community Health KARYA: Jurnal Pengabdian Kepada Masyarakat International Journal of Multidisciplinary Research and Literature (IJOMRAL) Bhakti Nagori (Jurnal Pengabdian kepada Masyarakat) Jurnal Ilmiah SOSIO AGRIBIS Journal of Agri-Food Science and Technology (JAFoST) Jurnal Pengabdian Masyarakat Sains dan Teknologi INCOME: Indonesian Journal of Community Service and Engagement Nanggroe: Journal Of Scholarly Service Jurnal Kabar Masyarakat Nanggroe: Journal of Scholarly Service Alkhidmah: Jurnal Pengabdian dan Kemitraan Masyarakat International Journal of Economics, Business and Innovation Research Fundamentum: Jurnal Pengabdian Multidisiplin Jurnal Agribest Jurnal Agrisep Jurnal Ilmiah Manajemen Agribisnis Jurnal Aplikasi Sains dan Teknologi : Agrisevika Indonesian Journal of Social Sciences and Humanities
Prasmita Dian Wijayati
Program Studi Agribisnis, Fakultas Pertanian, UPN “Veteran” Jawa Timur
Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Neuroscience Nursing Physics Public Health Social Sciences Veterinary Other

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Journal : Jurnal AGROSAINS dan TEKNOLOGI

 1 
Pengaruh Harga, Kualitas Produk, Citra Merek, Dan Kemasan Terhadap Keputusan Pembelian Beras BULOG SPHP Di Kota Surabaya Lestari, Renita Dwi; Widayanti, Sri; Wijayati, Prasmita Dian
Jurnal Agrosains dan Teknologi Vol 10 No 1 (2025)
Publisher : Fakultas Pertanian - UMJ

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/jat.v10i1.26775

Abstract

Rice is a staple food for Indonesian society, making the factors influencing rice purchasing decisions crucial in marketing. This study aims to analyze the influence of price, product quality, brand image, and packaging on the purchasing decision of BULOG SPHP rice in Surabaya. The research employs a quantitative approach with a non-probability sampling method, specifically accidental sampling, involving 90 respondents. Data were collected through questionnaires and analyzed using the SEM-PLS technique with SmartPLS 4 software. The results indicate that price, product quality, and packaging have a positive and significant influence on purchasing decisions, whereas brand image does not have a significant impact. Stable and affordable pricing is the primary factor influencing consumer decisions, followed by good product quality and attractive, functional packaging. These findings suggest that marketing strategies focusing on price, quality, and packaging are more effective in increasing consumer interest in BULOG SPHP rice.
Co-Authors ., Harianto A.P, Caesariano Abdilah, Fikri Rizki Achmad Suryana Adelia Kharisma Putri Raharjo Adelia, Kezia Adinda Meitha Putri Mardhiyani Adinda Nurul Izmi Alda, Irine Selviana Alfiani, Fina Alivia Firda Halimatul Jannah Amalia, Sri Hidayati Amir, Indra Tjahaja Ananda Nabila Laraswari Andarwulan, Setiana Annisa Lulu Arfiana Dita Arum Sari Arief, Aditya Arman, Hilman Hasibur Rohman Arum Sari, Arfiana Dita Arum, Dewi Puspa Aslam, Saufan Asri, Dian Bagus Indra Kurniawan Budiarto, Fadia Nur Rahma Charmenita Napitupulu, Beatrice Maria Dini Hiqmatul Hayati Dita Atasa Dona Laily Dona Wahyuning Laily Eko Nurhadi Fachrani, Dhewintha Kusuma Fadhilah, Sulthan Auliya' Zhafran Fatima Azrina Pramesthi Fatmawati Fatmawati Framono, Indra Dwi Hamidah Hendrarini Hanggita Adwaa Saputri Hardani, Prisma Trida Hariputra, Akbar Hasyim, Alwi Fu'ad Ida Pratiwi, Fitriani Risay Indah, Pawana Nur Ines Paramithasari Intan Ayu Kusuma Pramushinta Istyalita, Devi K Amelia Kurniasari Kusuma, Mani’atul Fitan Lainatussifa Laksmi Diana Lestari, Renita Dwi M. Nushron Ali Mukhtar Maharani, Clara Sita Manihuruk, Ekamonika Maulana Hansa, Kafi Maulidiyah, Zahro Al Mubarokah Mubarokah Mufidah, Rofikatul Muhammad Rifqi Abroor Mukti, Asri Wido Mukti, Ria Andriani Nadya Ambarwati Nahariyah, Rif'atun Naila Nadhifa Qotrunnada Nanda Kusuma Melati Nanda Kusuma Melati Ningrum, Anisa Sulistya Nitriana Kridha Kirana Noor Rizkiyah Nuriah Yuliati Nurul N Praventiara De Aliyil Rivia Kemuning Purbosari, Ira Putri, Isma’ Arifatul Rahma Qalsum, Ummy Rachmadhan, Aditya Arief Rahayu, Asti Rahma Fadillah, Alya Rahmah, Muthiatur Raihan Bimo Lazuardi Raihan Bimo Lazuardi Ramadhani, Mirza Ratnawati, Ema Rifqi Ariq , Achmad Rina Agustina Roniati, Fitri Safrina Maharani Putri Sandrina, Linda Sania Fitria Rahmah Saputri, Hanggita Adwaa Sari, Dewi Perwito Sari, Putri Nurmalita Setyaningtyas, Megawati Mahardika Rizky Sinulingga, Amanda Safithri Siti Fadhilah NurrahMawati Soedarto, Teguh Sri Tjondro Winarno, Sri Tjondro SRI WIDAYANTI Sri Widayanti Stevi Putri Adolvina Baik Sufi Prasasti, Amalya Sundusia, Leyna Susanti, Amilia Syarif Imam Hidayat TATANG SOPANDI Thiang Makrifat Usamah Abdul Haq Vanya Agita Sari Wiharsono, Surya Duta Wisnu Okta Mahendra Yahya, Azriel Yasintya, Dwi Meilani Yogananta, Refo