Pengaruh Kualitas Produk, Harga, dan Loyalitas Pelanggan terhadap Keputusan Pembelian Sayur Paket Siap Pakai di Pasar Tradisional Kawasan Tangerang Selatan
DOI:
https://doi.org/10.37481/sjr.v9i4.1788Keywords:
Product Quality, Price, Customer Loyalty, Purchasing Decisions, Ready to Use Packaged VegetablesAbstract
The growing demand for practical and convenient food products has encouraged the development of ready-to-use packaged vegetables as an alternative for consumers in traditional markets. Product quality, price, and customer loyalty are considered important factors influencing consumer purchasing decisions. This study aims to examine the effects of product quality, price, and customer loyalty on purchasing decisions regarding ready-to-use packaged vegetables in traditional markets in South Tangerang. This research employed a quantitative approach, involving 37 respondents who had experience purchasing ready-to-use packaged vegetables. Data were collected through an online questionnaire distributed using Google Forms and analyzed using SPSS. The analytical procedures included validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial significance tests (t-tests), simultaneous significance tests (F-tests), and the coefficient of determination. The findings indicate that product quality, price, and customer loyalty have significant effects on purchasing decisions, both partially and simultaneously. Product quality is identified as the most influential factor, highlighting the importance of vegetable freshness, hygiene, and overall product condition in shaping consumer purchasing decisions. These findings suggest that vendors should maintain product quality, establish prices that reflect consumers' purchasing power, and strengthen customer relationships to encourage purchasing decisions and support sustainable business development.
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