FIRMANSYAH, SEPTO RIDHO (2025) ANALISIS KUALITAS PRODUK, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KANGKUNG DARAT (Ipomoea reptans Poir) DI PASAR ANYAR KOTA TANGERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Water spinach (Ipomoea reptans Poir) is one of the most popular and widely traded vegetable commodities in traditional markets, both by end consumers and resellers. This study aimed to analyze the influence of product quality, price, and location on purchasing decisions of water spinach at Pasar Anyar, Tangerang City. The research employed a quantitative approach using a survey method by distributing questionnaires to 100 respondents selected through accidental sampling. Data were analyzed using validity and reliability tests, multiple linear regression, t-test, F-test, and the coefficient of determination (R²). The results showed that partially, the variables of price (t = 2.020) and location (t = 0.671) had values greater than the t-table (4.762), indicating their significant influence on purchasing decisions. Meanwhile, product quality (t = –0.631) had a lower value than the t-table and was not significantly influential. Simultaneously, the three variables collectively affected purchasing decisions, with an F-value of 25.853, which is higher than the F-table value of 2.70. These findings indicate that marketing factors such as price and location play an important role in shaping consumer purchasing behavior, particularly in traditional market contexts.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Kangkung darat (Ipomoea reptans Poir) merupakan salah satu komoditas sayuran yang paling populer dan banyak diperdagangkan di pasar tradisional, baik oleh konsumen akhir maupun pedagang pengecer. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga, dan lokasi terhadap keputusan pembelian kangkung darat di Pasar Anyar, Kota Tangerang. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 100 responden yang dipilih menggunakan teknik accidental sampling. Data dianalisis melalui uji validitas dan reliabilitas, regresi linear berganda, uji t, uji F, serta koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa secara parsial, variabel harga (t = 2,020) dan lokasi (t = 0,671) memiliki nilai lebih besar dari t-tabel (4,762), yang mengindikasikan adanya pengaruh signifikan terhadap keputusan pembelian. Sementara itu, variabel kualitas produk (t = –0,631) memiliki nilai lebih kecil dari t-tabel, sehingga tidak berpengaruh secara signifikan. Secara simultan, ketiga variabel tersebut secara bersama-sama berpengaruh terhadap keputusan pembelian, dengan nilai F sebesar 25,853, yang lebih tinggi dari F-tabel sebesar 2,70. Temuan ini menunjukkan bahwa faktor-faktor pemasaran seperti harga dan lokasi memainkan peran penting dalam membentuk perilaku pembelian konsumen, khususnya dalam konteks pasar tradisional. | |||||||||
| Uncontrolled Keywords: | product quality, price, location, purchasing decision, water spinach | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | septo ridho firmansyah | |||||||||
| Date Deposited: | 06 Aug 2025 06:16 | |||||||||
| Last Modified: | 06 Aug 2025 06:16 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/51521 |
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