<![CDATA[This study was motivated by the relatively low level of consumer purchase decisions regarding local farmers' vegetables in Tilang Village, despite the village's status as a key vegetable production center with substantial agricultural potential. Based on the results of the preliminary study, a gap of 37.33% was found in the purchase decision variable, which was suspected to be caused by suboptimal product quality and consumer trust. The objectives of this study were to: (1) determine the description of product quality, consumer trust, and purchase decisions; (2) analyze the effect of product quality on purchase decisions; (3) analyze the effect of consumer trust on purchase decisions; and (4) analyze the simultaneous effect of product quality and consumer trust on the purchase decisions of local farmers' vegetables in Tilang Village. The population in this study consisted of all consumers of local farmers' vegetables in Tilang Village, whose exact number was unknown (unknown population). The sample was determined using the Lemeshow formula, resulting in 100 respondents selected through an accidental sampling technique. Data were collected through questionnaires and were analyzed using descriptive analysis and multiple linear regression.]]>
Copyrights © 2026
