<![CDATA[This research nvestigates the mpact of three fundamental marketing variables productquality, price, and promotional activity on the purchasing decisions of agricultural pesticide consumers, with a case study of PT Hibrida Jaya Utama ini Semarang, indonesia. Utilizing a quantitative methodology, primary data were collected from 70 purposively selected customers using a structured questionnaire. Data analysis was performed through multiple linear regresision using SPSS software.iThe findings ndicate that all three ndependent variables exert a significant positive nfluence on purchasing decisions both individually and collectively. Specifically, product quality, competitive pricing, and effective promotion strategies are critical drivers ini this business-to-farmer (B2F) context. The model demonstrates strong explanatory power, with an adjusted R² of 0.867. These results offer empirical validation of traditional marketing mix theory within the agricultural nputs sector a developing economy. The study concludes that agribusiness distributors must adopt an ntegrated strategy that prioritizes consistent product efficacy, value-based pricing, and targeted communication to optimize sales performance and farmer loyalty.]]>
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