Impact of Product Quality, Price, and Promotional Activities on Consumer’s Purchase Decision on a Non-Subsidized NPK Fertilizer Market Leading Brand: Purchase Interest as a Mediator
DOI:
https://doi.org/10.35877/454RI.daengku2685Keywords:
Purchase Interest, Product Quality, Pricing Strategy, Agricultural MarketingAbstract
This study investigates the influence of product quality, price, and promotional activities on the choices made while purchasing a market leading, non-subsidized NPK fertilizer brand in Indonesia. There is less study on agricultural marketing before this research. The study specifically looks at how purchase interest plays a role in mediating these factors. A total of 231 customers participated in an online survey, and the data obtained were evaluated using the SmartPLS software. The results indicate that the quality and price of a product have a substantial impact on the level of interest in making a purchase, which subsequently has a considerable influence on the final choice to make the buy. Curiously, there is a direct relationship between pricing and the level of interest in making a purchase. This emphasizes that this market leading NPK fertilizer brand is perceived as a product of great worth by the buyer. However, promotional activities have a minimal impact on the choice to purchase and only a weak connection with the level of interest in buying. The findings highlight the significance of purchase interest as a crucial element in the consumer's journey towards making a purchase, surpassing the impact of promotional tactics employed by leading fertilizer brands in the market. The study offers significant insights for manufacturers and policymakers in Indonesia, emphasizing the importance of prioritizing product quality and pricing strategies to improve customer interest and stimulate purchasing decisions.
References
Beatty, S. E., & Smith, S. M. (1987). External Search Effort: An Investigation Across Several Product Categories. Journal of Consumer Research, 14(1), 83. https://doi.org/10.1086/209095
Boateng, I. O. (2019). “Assessing the Type of Advertising Influencing Consumers’ Behaviour of Telecommunications Firms in Ghana: A Case Study of MTN Ghana”. Texila International Journal of Management, 5(2), 95–111. https://doi.org/10.21522/tijmg.2015.05.02.art010
Chen, S. F. S., Monroe, K. B., & Lou, Y. C. (1998). The effects of framing price promotion messages on consumers’ perceptions and purchase intentions. Journal of Retailing, 74(3), 353–372. https://doi.org/10.1016/S0022-4359(99)80100-6
Engel, J., Blackwell, R., & Miniard, P. (2005). Perilaku konsumen. Edisi Keenam. In Jakarta: Binarupa Aksara.
Ferdinand, AugustyFerdinand, A. (2002). (2002). Kualitas Strategi Pemasaran. In Jurnal Sains Pemasaran Indonesia (Vol. 1, Issue 1, pp. 107–119).
Gibb, T. (2003). Managing quality. Occupational Health, 55(9), 23–26.
Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7–23. https://doi.org/10.1108/PRR-08-2017-0034
Hermiyenti, S., & Wardi, Y. (2019a). A Literature Review on The Influence of Promotion, Price and Brand Image to Purchase Decision. 64, 538–545. https://doi.org/10.2991/piceeba2-18.2019.34
Hermiyenti, S., & Wardi, Y. (2019b). A Literature Review on The Influence of Promotion, Price and Brand Image to Purchase Decision. https://doi.org/10.2991/piceeba2-18.2019.34
Hill, M., Kaine, G., & Ashburner, R. (2013). Where farmers ’ seek information when making purchasing decisions , implications for extension. Extension Farming Systems Journal, 9(1), 43-51??
Kotle, P., & Amstrong, G. (2001). Prinsip-Prinsip Pemasaran.
Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price Perceptions and Consumer Shopping Behavior: A Field Study. Journal of Marketing Research, 30(2), 234. https://doi.org/10.2307/3172830
Liu, M. (2022). Determining the Role of Influencers’ Marketing Initiatives on Fast Fashion Industry Sustainability: The Mediating Role of Purchase Intention. Frontiers in Psychology, 13(June). https://doi.org/10.3389/fpsyg.2022.940649
Salem, M. Z. (2018). Effects of perfume packaging on Basque female consumers purchase decision in Spain. Management Decision, 56(8), 1748–1768. https://doi.org/10.1108/MD-04-2017-0363
Sebastianelli, R., & Tamimi, N. (2002). How product quality dimensions relate to defining quality. International Journal of Quality and Reliability Management, 19(4), 442–453. https://doi.org/10.1108/02656710210421599
Sharma, A. P. (2021). Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda. International Journal of Consumer Studies, 45(6), 1217–1238. https://doi.org/10.1111/ijcs.12722
Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1999). The role of perceived risk in the quality-value relationship: A study in a retail environment. Journal of Retailing, 75(1), 77–105. https://doi.org/10.1016/S0022-4359(99)80005-0
Umami, N., Abdiyansah, A., & Agus, A. (2019). Effects of different doses of NPK fertilization on growth and productivity of Cichorium intybus. IOP Conference Series: Earth and Environmental Science, 387(1). https://doi.org/10.1088/1755-1315/387/1/012097
Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310–320. https://doi.org/10.1509/jmkr.40.3.310.19238
Zeithmal, V. (2001). Service Quality , Profitability , and the Economic Worth of Customers?: What We Know and What We Need to Learn Service Quality , Profitability , and the Economic Worth of Customers?: What We Know and What We Need to Learn. Journal of the Academy of Marketing Science, 28(1), 67–85.
Downloads
Published
How to Cite
Issue
Section
