The  influence of product quality and promotion on the purchase decision of NPK retail non subsidy fertilizer at PT. Pupuk Sriwidjaja Palembang in the South Sumatra Region

Brinanti Brinanti; Zakaria Wahab; Marlina Widiyanti; Aslamia Rosa

doi:10.21744/ijbem.v4n4.1814

Authors

Brinanti
brinanti86@gmail.com
Master of Management, Sriwijaya University, Palembang, Indonesia
Zakaria Wahab Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
Marlina Widiyanti Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
Aslamia Rosa Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia

Keywords:

agricultural buyers, fertilizer, product quality, promotion, purchase decision

Abstract

This study aims to determine the effect of product quality and promotion on purchasing decisions of retail non-subsidized NPK fertilizers at PT Pupuk Sriwidjaja Palembang in the South Sumatra region. The population in this study is the end-user, namely household food crops agricultural buyers of non-subsidized retail NPK fertilizers, both Pusri and other brands divided based on the harvest area in 2019 in South Sumatera Province many as 100 respondents using two-stage cluster random sampling technique as a sample determination. The multiple linear regression analysis results show that product quality positively and significantly affects purchasing decisions. The promotion has a positive and significant effect on purchasing decisions. Product quality is better to improve quality control of the production process and product quality, evaluate the standard of fertilizer bags used, evaluate the fertilizer distribution process, evaluate the implementation of fertilizer storage at GPP, and conduct socialization and education to kiosk. Promotions, giving direct gifts to farmers, conducting outreach activities, and meeting customers, Pusri officers in the field must be more proactive in visiting kiosk, providing scheduled soft skills training to Pusri officers.

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