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All Journal INOTEKS : Jurnal Inovasi Ilmu Pengetahuan, Teknologi, dan Seni AGRIEKONOMIKA Habitat Caraka Tani: Journal of Sustainable Agriculture Jurnal SEPA (Social Economic and Agribusiness Journal) JEPA (Jurnal Ekonomi Pertanian dan Agribisnis) AGROMIX Agriecobis : Journal of Agricultural Socioeconomics and Business Agrifo: Jurnal Agribisnis Universitas Malikussaleh
Mei Tri Sundari
UNS
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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Journal : Agrifo: Jurnal Agribisnis Universitas Malikussaleh

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Pengaruh Kualitas Produk, Pelayanan, dan Harga terhadap Keputusan Pembelian Teh Ginastel di Surakarta Riptanti, Erlyna Wida; Nurdiana; Sundari, Mei Tri
Agrifo : Jurnal Agribisnis Universitas Malikussaleh Vol. 10 No. 2 (2025): November 2025
Publisher : LPPM Universitas Malikussaleh - Indonesia

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Abstract

The plantation subsector is one of the main components in the agricultural sector. Tea is one of the leading commodities from this subsector. One of the fast-growing tea-based beverage businesses is Ginastel Tea, located in Surakarta City. This study aims to examine the effect of product quality, service quality, and price on purchasing decisions for Ginastel Tea in Surakarta. The research was conducted using quantitative analysis method, where the research location was selected using purposive sampling technique. Data were collected through observation, interviews, and recording using a questionnaire. Determination of the number of samples was also carried out by purposive sampling, involving 150 respondents. The Structural Equation Modeling (SEM) method with the Partial Least Square (PLS) approach was used as data analysis. The results showed that product quality and price significantly influenced the purchase decision of Ginastel Tea, while service quality had no significant effect. In addition, consumer trust in Ginastel Tea is one of the factors that encourage consumers to prefer this product over other tea drinks. Consumers tend to consider product quality in purchasing decisions and assess that the price of Ginastel Tea is comparable to the quality offered, not much different from other tea brands.
Co-Authors Afriyani, Novi Amalia, Infitakhu Endang Siti Rahayu Erlyna Wida Riptanti Ernoiz Antriyandarti Fanny Widadie Heru Irianto I Gusti Bagus Wiksuana Imas Wildan Rafiqah, Imas Wildan Indriyanti, Ima Yunita kusnandar kusnandar Kusuma, Rahmalia Kartika Minar Ferichani nuning setyowati Nurdiana NURUL AZIZAH Sapja Anantanyu, Sapja Setyowati Setyowati Setyowati sri marwanti Sugiharti Mulya H, Sugiharti Sugiharti Mulya Handayani Susi Wuri Ani Wiwit Rahayu