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All Journal JURNAL REKAYASA DAN MANAJEMEN AGROINDUSTRI
Ni Made Dwining Purwanti
Mahasiswa Program Studi Teknologi Industri Pertanian, Fakultas Teknologi Pertanian, Unud
Agriculture, Biological Sciences & Forestry

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Pengaruh Sustainable Marketing Terhadap Keputusan Pembelian Beras Organik Ni Made Dwining Purwanti; I Ketut Satriawan; I Wayan Gede Sedana Yoga
JURNAL REKAYASA DAN MANAJEMEN AGROINDUSTRI Vol 9 No 4 (2021): Desember
Publisher : Department of Agroindustrial Technology, Faculty of Agricultural Technology, Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (650.582 KB) | DOI: 10.24843/JRMA.2021.v09.i04.p11

Abstract

Sustainable marketing as a marketing strategy concept can influence consumers to make purchasing decisions. The purpose of this study was to analyze the influence of sustainable marketing variables on the decision to purchase organic rice of Somya Pertiwi Agricultural and Rural Training Center (P4S) and to find out the right recommendations to be given to companies in the application of sustainable marketing. Sampling is done by sampling nonprobability sampling methods and data collection is done by distributing questionnaires and directly to respondents. Data analysis is done by structural equation modeling (SEM) method. The results obtained in this study are that purchasing decisions are influenced by customer solutions (X1) with direct influence of 35.5%, customer cost (X2) with direct influence of 25.7%, convenience (X3) with direct influence of 16.2%, communication (X4) with direct influence of 19.2%, and correlation (X4) with direct influence of 17.2%. Among the five variables, the customer solution is the variable that most influences purchasing decisions in P4S Somya Pertiwi with a value of 0.355, and the variable with the lowest effect is convenience with a value of 0.162. Keywords: Sustainable marketing, purchasing decision, structural equation modeling (SEM)
Co-Authors I Ketut Satriawan I W.G. SEDANA YOGA