Pengaruh Kualitas Produk, Brand trust, dan Persepsi Harga terhadap Keputusan Pembelian Telur Ayam pada Arrazaq Farm Peterongan Jombang
DOI:
https://doi.org/10.63822/n3q2jx49Keywords:
product quality, brand trust, price perception, purchase decision, chicken eggs.Abstract
This study aims to analyze the effects of product quality, brand trust, and price perception on consumers’ purchase decisions for chicken eggs at Arrazaq Farm in Peterongan, Jombang. This study employed a quantitative approach with a causal-associative research design. Primary data were collected using a Likert-scale questionnaire administered to 37 consumers of Arrazaq Farm. Saturated sampling, also known as total sampling, was applied by including all members of the population who met the research criteria as respondents. The data were analyzed using multiple linear regression with the assistance of SPSS. The partial t-test results indicate that product quality has no significant effect on purchase decisions, with a t-value of 0.062 and a significance value of 0.951. Brand trust also has no significant effect on purchase decisions, with a t-value of 0.899 and a significance value of 0.375. In contrast, price perception has a positive and significant effect on purchase decisions, with a t-value of 4.420 and a significance value below 0.001. The simultaneous F-test results show that product quality, brand trust, and price perception jointly have a significant effect on purchase decisions, with an F-value of 37.218 and a significance value below 0.001. The Adjusted R Square value of 0.751 indicates that the three independent variables explain 75.1% of the variation in purchase decisions, while the remaining 24.9% is explained by factors outside the research model. The findings imply that Arrazaq Farm should prioritize fair, competitive pricing that reflects the benefits of its products while continuing to maintain egg quality and consumer trust.
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