Influence of Price, Quality and Promotion of the Decision to Purchase Organic Vegetables in Bogor City

Abstract

The decision to purchase organic vegetables by consumers is an important aspect in marketing, because purchases are made based on decisions set by consumers. The decision on a purchase is closely related to information about the price and quality of products that consumers have. The purpose of this study is to look at the relationship between (1) the price of organic vegetable products to decision makings; (2) Product quality towards decision makings; (3) Sales promotion of decision makings; (4) Price of organic vegetable products, product quality, and sales promotion together towards making purchasing decisions. This research was conducted in the city of Bogor, with 100 respondents selected randomly stratified. Data analysis uses qualitative and quantitative analysis approaches. Based on the results of data processing can get . Hypothesis testing found that product prices are not significantly (0,085) related to decision makings. Product quality has a significant relationship (0.036) with decision making, then there is a relationship between sales promotion with decision making with a significance value of 0,000. Price, quality and promotion of the three have a positive effect on organic vegetable decision making. Together, these three independent variables ask positively and significantly for organic vegetable purchasing decisions. So that from the results of research in terms of product quality, it must be improved so that consumers can feel more satisfied. In terms of sales promotion also needs to be increased so that consumers are interested.