The Influence of Price, Product Quality, and Brand Image on Online Purchasing Decisions for Aquaponic Products at PT Tanikota
DOI:
https://doi.org/10.30737/agrinika.v7i1.2394Keywords:
aquaponic, attribute, purchasing decisionAbstract
The COVID-19 pandemic has encouraged all activities to be carried out completely online, including purchasing fresh products to meet daily food needs. PT Tanikota is a company located in Bandung that sells aquaponic products online. Behind the existing business potential, consumers of fresh produce are still not sure to make purchases online because they cannot see or choose directly the products they want to buy, given their perishable characteristics. The purpose of this study was to analyze the effect of price, product quality, and brand image on online purchasing decisions for aquaponics at PT Tanikota. The design of this research is using mixed methods. The results showed that price and product quality had an effect on purchasing decisions for aquaponics products online at PT Tanikota, while brand image had no significant effect. Price, product quality, and brand image simultaneously have a significant effect on online product purchase decisions at PT Tanikota. The influence of price is 18.2%, product quality is 23.4% and brand image is 9.4%.
References
Ade Irawan, I. (2021). Pengaruh Kualitas Produk, Citra Merek Dan Harga Terhadap. Jurnal Ilmiah Manajemen, 7(1), 17–32.
Asosiasi Penyelenggara Jasa Internet Indonesia (APJII). (2020). Laporan Survei Internet AOJII 2019-2020 (Q2). Jakarta.
Aylar, Z. (2012). Investigating the Effect of Brand Awareness and Brand Image on Purchase Behavior of Customers. International Journal of Research in Social Sciences, Volume 2, Issue 2.
Bulsara, H. P., & Trivedi, K. G. (2016). An Exploratory study of factors related to Consumer Behaviour towards the purchase of Fruits and Vegetables from different Retail Formats. Journal of Research in Marketing, 6(1), 397-406.
Darmansah, A., & Yosepha, S. Y. (2020). Pengaruh Citra Merek Dan Persepsi Harga Terhadap Keputusan Pembelian Online Pada Aplikasi Shopee Di Wilayah Jakarta Timur. Jurnal Ilmiah Mahasiswa Manajemen Unsurya, 1(1), 15–30.
Databoks. (2021). Penetrasi Internet Indonesia Meningkat saat Pandemi Covid-19. https://databoks.katadata.co.id/datapublish/2021/10/06/penetrasi-internet-indonesia-meningkat-saat-pandemi-covid-19. Diakses pada 1 November 2021.
Hakim, R. T., & Susilowati, C. (2013). Pengaruh Persepsi Iklan, Kesadaran Merek Citra Merek terhadap Sikap pada Merek dan Keputusan Pembelian (Studi pada Produk Pestisida Merek Sidamethrin 50 EC). Jurnal Aplikasi Manajemen, 11(4), 537-546.
Hamdi, A. S., & Bahruddin, E. (2014). Metode Penelitian Kuantitatif Aplikasi Dalam Pendidikan. Yogyakarta: Deepublish.
Ilaika, B., Girawan, R., Pardian, P., & Sadeli, A. H. (2021). Pengaruh Persepsi Konsumen Mengenai Atribut Produk (Suatu Kasus Pada Konsumen Kojama Shop) The Influence Of Consumer Perceptions Regarding Product Attributes On Online Purchase Decisions Of Avocado Butter (A Case In Kojama Shop Consumers) . 7(1), 767–781.
I price. 2020. Peta e-commerce Indonesia [Internet]. [diunduh 2020 Sep 20]. Tersedia dari: https://Iprice.co.id/insights/mapofecommerce/
Jasmani, J., & Sunarsi, D. (2020). The Influence of Product Mix, Promotion Mix and Brand Image on Consumer Purchasing Decisions of Sari Roti Products in South Tangerang. PINISI Discretion Review, 1(1), 165. https://doi.org/10.26858/pdr.v1i1.13409
Kotler, P., Armstrong, G., Harric, L., & He, H. (2020). Principles of Marketing.
Kotler, P., & Keller, K. (2016). Marketing Management. In PEARSON.
Lies, S., & Chairulwan, U. (2015). Pengaruh Lama Retensi Air Terhadap Pertumbuhan Ikan Nila (Oreochromis Niloticus) Pada Budidaya Sistem Akuaponik Dengan Tanaman Kangkung [Effect of Water Retention On The Growth Rate Of Nile Tilapia (Oreochromis Niloticus) In The Aquaponic System Planted. Jurnal Ilmu-Ilmu Hayati, 14(3).
McKinsey&Company. (2020). How Covid-19 is Changing Consumer Behavior now and Forever. USA
Miklosik, A. (2018). Changes In Purchasing Decision-Making Process Of Consumers In The Digital Era Changes In Purchasing Decision-Making. March.
Mulyono. (2018). Berprestasi Melalui JFP: Ayo Kumpulkan Angka Kreditmu. Yogyakarta: Deepublish.
Oke, A. O., Kamolshotiros, P., Popoola, O. Y., Ajagbe., M. A., & Olujobi, O. J. (2016). Consumer behavior towards decision-making and loyalty to particular brands. International Review of Management and Marketing, 6(4), 43–52. decision-making and loyalty to particular brands. International Review of Management and Marketing, 6(4), 43–52.
Opara, L.U. (2000). New market-pull factors influencing perceptions of quality in agribusiness marketing (or quality assurance for whom?) In Johnson G.I., Le Van To, Nguyen.
Petcharat, T., & Leelasantitham, (2021). A retentive consumer behavior assessment model of the online purchase decision-making process. Heliyon, 7(10), e08169.
Schiffman, L.G., Kanuk, L. (2004). Consumer Behavior Chapter 2. Upper Saddle Rivier, NJ: Prentice Hall.
Silayoi, P., & Speece, M. (2004). Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure. British food journal.
Suharno. (2010). Marketing in Practice. Edisi pertama. Graha Sumarwan, Ujang. (2004). Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Bogor: PT Ghalia Indonesia.
Sutrisno Hadi. (2004). Metodologi Research 2, Andi Offset, Yogyakarta.
Tjiptono, F. (2008). Strategi Pemasaran, Edisi III, Yogyakarta: CV. Andi Offset
Widyastuti, P. (2018). Kualitas dan Harga sebagai Variabel Terpenting pada Keputusan Pembelian Sayuran Organik. Ekspektra: Jurnal Bisnis dan Manajemen, 2(1), 17-28.
Zidni, I., Iskandar, Rizal, A., Andriani, Y., & Ramadan, R. (2019). Efektivitas sistem akuaponik dengan jenis tanaman yang berbeda terhadap kualitas airnmedia budidaya ikan. Jurnal Perikanan Dan Kelautan, 9(1), 81–94.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Jurnal Agrinika : Jurnal Agroteknologi dan Agribisnis
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish in this journal agree to the following terms:
- Authors retain copyright with the work simultaneously licensed under a Creative Commons Attribution License (https://creativecommons.org/licenses/by-nc-nd/4.0/) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal. Permitted third-party reuse is defined by the Creative Commons Attribution-NonCommercial-NoDerivs (CC BY-NC-ND). This permission allows users to copy and distribute the Article, provided this is not done for commercial purposes and further does not permit distribution of the Article if it is changed or edited in any way, and provided the user gives appropriate credit (with a link to the formal publication through the relevant DOI), provides a link to the license, and that the licensor is not represented as endorsing the use made of the work.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
