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p-Index From 2020 - 2025
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All Journal Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Journal of Social Research
Gianina, Dewa Ayu
Unknown Affiliation
Humanities Computer Science & IT Economics, Econometrics & Finance Education Social Sciences

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Consumer Behavior Analysis in Pangkalpinang: Perception as Intervening of Hydroponic Purchase Decision with STP Approach Gianina, Dewa Ayu; Yamin, Muhammad; Oktarina, Selly
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 6 (2025): Dinasti International Journal of Economics, Finance & Accounting (January - Feb
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i6.3735

Abstract

The rapid rise in urban growth and health-conscious behavior in Pangkalpinang has spurred a demand for hydroponic vegetables. This study seeks to explore the factors shaping consumers' decision to purchase hydroponic vegetables in this area. By employing a quantitative research design, survey data were gathered from 170 respondents, focusing on demographic characteristics, variables related to socioeconomic status, perception as psychological influence, and marketing elements. Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to identify the key predictors of purchasing behavior, alongside the application of the STP (Segmentation, Targeting, Positioning) strategy to enhance sales. The results show that most consumers are women working in the private sector, with a bachelor's degree, earning between Rp 4,000,000 and Rp 6,000,000, aged 17-25 years, married, and residing in Gabek District. The factors directly and significantly influence the decision to purchase hydroponic vegetables are product, income and perception. Price, however, does not have a direct effect. Nonetheless, price has a significant indirect impact on purchasing decision through its influence on perception. The marketing strategy employs the STP model to create an appealing product image and attract potential consumers. This approach integrates excellent customer service, attractive packaging, promotional pricing, and product innovation.
Analysis of Factors Influencing to Hydroponic Purchasing Decision in Pangkalpinang: A Particial Least Squares Structural Equation Modelling (PLS-SEM) Approach Gianina, Dewa Ayu; Yamin, Muhammad; Oktarina, Selly
Journal of Social Research Vol. 3 No. 12 (2024): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v3i12.2325

Abstract

The rapid growth of urbanization and increased health awareness among consumers in Pangkalpinang City have led to a growing interest in hydroponic vegetables. This study aims to analyze the factors influencing consumer purchasing decisions for hydroponic vegetables in Pangkalpinang. Using a quantitative approach, data were collected from 170 respondents through surveys, focusing on economic social, psychological factors, and marketing stimuli. The research employed Particial Least Squares Structural Equation Modelling analysis to identify significant predictors of purchasing decisions. The direct effects analysis indicates that perception (p-value = 0.004), attitude (p-value = 0.001), product quality (p-value = 0.000), and income (p-value = 0.000) significantly influence purchasing decisions, while motivation (p-value = 0.464) and price (p-value = 0.644) do not have a significant effect. The indirect effects analysis shows that price influences purchasing decisions through perception (p-value = 0.000) but not through motivation (p-value = 0.567). Similarly, product quality impacts purchasing decisions through perception (p-value = 0.006), while its indirect effect through motivation is insignificant (p-value = 0.425). These findings suggest that product quality and consumer perception play crucial roles, while price exerts an indirect influence to purchasing decision. This research provides essential insights for hydroponic entrepreneurs, emphasizing the importance of enhancing product quality and consumer perception to improve market strategies.
Co-Authors Muhammad Yamin Selly Oktarina