Analysis of Factors Influencing to Hydroponic Purchasing Decision in Pangkalpinang: A Particial Least Squares Structural Equation Modelling (PLS-SEM) Approach.

Gianina, Dewa Ayu; Yamin, Muhammad; Oktarina, Selly

The rapid growth of urbanization and increased health awareness among consumers in Pangkalpinang, Bangka Belitung, have increased interest in hydroponic vegetables. This study aims to analyze the factors influencing consumer purchasing decisions for hydroponic vegetables in Pangkalpinang. Using a quantitative approach, data were collected from 170 respondents through surveys, focusing socioeconomic, psychological, and marketing factors. The study employed Particial Least Squares Structural Equation Modelling (PLS-SEM) to identify significant predictors of purchasing decisions. The analysis of direct effects reveals that perception, attitude, product, and income significantly influence purchasing decisions, while motivation and price do not have a significant impact. Indirect effects analysis indicates that price influences purchasing decisions through perception and attitude, although it does not do so through motivation. These findings underscore the crucial roles of product quality and consumer perception, with price exerting an indirect impact on purchasing decisions. This research offers valuable insights for hydroponic entrepreneurs, emphasizing the importance of enhancing product quality and consumer perception to improve marketing strategies.

HYDROPONICS; PURCHASING; CONSUMER behavior; STRUCTURAL equation modeling; PARTIAL least squares regression; CONSUMER attitudes; MARKETING strategy

Journal of Social Research, 2024, Vol 3, Issue 12, p1

2827-9832

Academic Journal

10.55324/josr.v3i12.2325