Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan, Preferensi Konsumen Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Selada Hidroponik Studi Kasus “Konsumen Umkm Level One Farm”

Ramadhan, Mohammad Akbar Rizki (2024) Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan, Preferensi Konsumen Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Selada Hidroponik Studi Kasus “Konsumen Umkm Level One Farm”. Masters (S2) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Indonesia, sebagai negara agraris, memiliki potensi besar dalam sektor hortikultura, khususnya selada hidroponik. Selada hidroponik dibudidayakan tanpa tanah menggunakan larutan nutrisi, menawarkan keunggulan seperti efisiensi lahan, produksi tinggi, dan kualitas bebas pestisida kimia (Roidah, 2014). UMKM Level One Farm di Gresik menjadi pelopor dalam produksi selada hidroponik berkualitas sejak 2014, menarik minat konsumen yang peduli Kesehatan. Namun, tantangan seperti biaya produksi tinggi dan kurangnya pemahaman konsumen tentang manfaat selada hidroponik berdampak pada keputusan pembelian dan kepuasan konsumen. Analisis diperlukan untuk memahami faktor-faktor yang mempengaruhi keputusan pembelian dan kepuasan konsumen terhadap selada hidroponik. Tujuan yang ingin dicapai dalam penelitian ini adalah 1.)Menganalisis model keputusan pembelian terhadap kepuasan konsumen dalam membeli selada hidroponik. 2.)Menganalisis pengaruh langsung kualitas produk, kualitas pelayanan, preferensi konsumen dan keputusan pembelian terhadap kepuasan konsumen selada hidroponik. 3.)Menganalisis pengaruh tidak langsung kualitas produk dan kualitas pelayanan melalui keputusan pembelian terhadap kepuasan konsumen selada hidroponik. Data Penelitian ini menggunakan dua sumber data yaitu data sekunder digunakan untuk memberikan penguatan pada penelitian ini dan data primer melalui proses wawancara terhadap responden. sehingga membuka akses ke informasi kualitatif yang berharga tentang hubungan Umkm dengan pelanggan. Hasil analisis tentang pengaruh kualitas produk, kualitas pelayanan, preferensi konsumen, terhadap kepuasan konsumen selada hidroponik yaitu dari 3 variabel yang ada terdapat 2 faktor yang berpengaruh signifikan terhadap Keputusan pembelian di UMKM Level One Farm, kualitas pelayanan, preferensi konsumen. Sedangkan variabel kualitas produk tidak berpengaruh terhadap Keputusan pembelian. Dari 3 variabel yang terdapat dalam uji pengaruh tidak langsung, ada 1 variabel terbukti tidak memiliki pengaruh tidak langsung terhadap kepuasan konsumen melalui Keputusan pembelian. Sedangkan variabel lainnya yaitu kualitas pelayanan dan preferensi konsumen terbukti memiliki pengaruh tidak langsung terhadap kepuasan pelanggan melalui Keputusan pembelian. Kata Kunci : Selada Hidroponik, PLS-SEM, Kualitas Produk, Kualitas Pelayanan, Preferensi Konsumen, Keputusan Pembelian ================================================================ ABSTRACT Indonesia, as an agricultural country, has great potential in the horticulture sector, especially hydroponic lettuce. Hydroponic lettuce is cultivated without soil using nutrient solutions, offering advantages such as land efficiency, high production, and quality free from chemical pesticides (Roidah, 2014). UMKM Level One Farm in Gresik has been a pioneer in the production of quality hydroponic lettuce since 2014, attracting the interest of consumers who care about health. However, challenges such as high production costs and lack of consumer understanding of the benefits of hydroponic lettuce have an impact on purchasing decisions and consumer satisfaction. Analysis is needed to understand the factors that influence purchasing decisions and consumer satisfaction with hydroponic lettuce. The objectives to be achieved in this study are 1.) Analyze the purchasing decision model on consumer satisfaction in purchasing hydroponic lettuce. 2.) Analyze the direct influence of product quality, service quality, consumer preferences and purchasing decisions on consumer satisfaction with hydroponic lettuce. 3.) Analyze the indirect influence of product quality and service quality through purchasing decisions on consumer satisfaction with hydroponic lettuce. Data This study uses two data sources, namely secondary data used to provide reinforcement for this study and primary data through the interview process with respondents. thus opening access to valuable qualitative information about the relationship between MSMEs and customers. The results of the analysis of the influence of product quality, service quality, consumer preferences, on consumer satisfaction with hydroponic lettuce, namely from the 3 existing variables there are 2 factors that have a significant influence on Purchasing Decisions at MSME Level One Farm, service quality, consumer preferences. While the product quality variable does not affect Purchasing Decisions. Of the 3 variables contained in the indirect influence test, there is 1 variable that is proven to have no indirect influence on consumer satisfaction through purchasing decisions. While the other variables, namely service quality and consumer preferences, are proven to have an indirect influence on customer satisfaction through purchasing decisions. Keywords: Hydroponic Lettuce, PLS-SEM, Product Quality, Service Quality, Consumer Preferences, Purchasing Decisions

Item Type:	Thesis (Masters (S2))
Uncontrolled Keywords:	Selada Hidroponik, PLS-SEM, Kualitas Produk, Kualitas Pelayanan, Preferensi Konsumen, Keputusan Pembelian ============================================================== Hydroponic Lettuce, PLS-SEM, Product Quality, Service Quality, Consumer Preferences, Purchasing Decisions
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	Faculty of Agriculture > Master in Agribusiness Study Program
Depositing User:	Mohammad Akbar Rizki Ramadhan
Date Deposited:	13 Nov 2024 02:48
Last Modified:	13 Nov 2024 02:48
URI:	http://erepository.uwks.ac.id/id/eprint/19010

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