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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Jurnal Pertanian Agros
Alifia, Salma
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Agriculture, Biological Sciences & Forestry

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PROSES KEPUTUSAN PEMBELIAN KONSUMEN DALAM MEMBELI PUPUK ORGANIK CAIR MEREK JIMMY HANTU DI TOKO BTA Hapsari, Hepi; Alifia, Salma; Rasmikayati, Elly; Charina, Anne; Syamsiyah, Nur
Agros Journal of Agriculture Science Vol 26, No 2 (2024): Edisi Juli
Publisher : Fakultas Pertanian, Universitas Janabadra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37159/jpa.v26i2.4645

Abstract

The higher of human population encourages the fulfillment of food security. Food security globally and in Indonesia can be supported through green sustainable agricultural activities, either one is the use of liquid organic fertilizer. However, the use of liquid organic fertilizer is still not widely used in Indonesia (Serang City) and the sales are low. This study aims to analyze the decision process of purchasing Jimmy Hantu Liquid Organic Fertilizer (JH-LOF) at Bintang Tani Abadi (BTA) Agriiculture Store Serang City. This study used quantitative methods with explanatory survey that took data from 65 responndents. Data analysis uses descriptive statistical analysis to analyze the JH-LOF purchase decision process. The results showed that the JH-LOF purchase decision process carried out by consumers prioritized product quality and fertilizer use experience as a reference for purchasing.
Faktor yang Memengaruhi Keputusan Pembelian Pupuk Organik Cair Merek Jimmy Hantu di Toko BTA Alifia, Salma; Hapsari, Hepi; Setiawan, Iwan
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 10, No 2 (2024): Juli 2024
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v10i2.14392

Abstract

The increasing number of human population encourages the fulfillment of food security and can be supported by the application of green sustainable agriculture. One way of implementing green sustainable agriculture is by using liquid organic fertilizer. However, the use of organic fertilizers are still not massive and the sales are relatively low. This study aims to analyze the factors that influence the purchase of Jimmy Hantu liquid organic fertilizer at Bintang Tani Abadi (BTA) store Serang City. This study used quantitative methods with an explanatory survey that took data from 65 respondents. Data analysis using descriptive statistical analysis and SEM-PLS. The result showed that cultural, social, personal, and psychological factors had positive relationship to purchasing decision. However, product attributes do not have a positive relationship with purchase decision of JH-LOF at BTA store Serang City.
Co-Authors Anne Charina Elly Rasmikayati Hepi Hapsari Iwan Setiawan Nur Syamsiyah