The Influence of Word of Mouth, Product Completeness and Product Attractiveness on Fertilizer Purchase Decisions at Growmart (Cab. Usaha Tani)

Hommy Dorthy Ellyany  Sinaga; Dian  Setyorini; Amanda Putri Januari

doi:10.38035/dijefa.v6i3.4578

Authors

Hommy Dorthy Ellyany Sinaga Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
Dian Setyorini Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
Amanda Putri Januari Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

DOI:

https://doi.org/10.38035/dijefa.v6i3.4578

Keywords:

Word of Mouth, Completeness of the Product, Attractiveness of the Product, Purchase Decision, Fertilizer

Abstract

This study aims to analyze the influence of word of mouth, product completeness, and product appeal on fertilizer purchasing decisions at Growmart (Agricultural Business Branch) located on Jl. Jenderal Sudirman, Bagan Batu, South Labuhanbatu, Riau. The background of this study is based on the tight business competition in the agricultural sector and the low volume of fertilizer sales at Growmart, which is suspected to be influenced by the less than optimal marketing strategy and the mismatch of stock with consumer needs. This study uses a quantitative approach with a survey method through a questionnaire distributed to 292 respondents, determined by the Slovin formula from a population of 1,076 people. The sampling technique uses the random sampling method. Data analysis was carried out through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficients of determination (Adjusted R²). The results of the study showed that partially and simultaneously, the variables word of mouth, product completeness, and product appeal have a significant effect on fertilizer purchasing decisions at Growmart. Word of mouth has a positive influence because it provides information that is trusted by consumers. Completeness of the product encourages consumers to buy in one place practically. While the appeal of the product increases interest through attractive visuals, packaging, and presentation

References

Bugis, M. et al. (2021). Analysis of completeness products and prices on the decision of buying atk (Office stationery) at ud. pemancar ilmu store in Namlea city. Proceedings of the International Conference on Industrial Engineering and Operations Management, 6115–6122. https://doi.org/10.46254/an11.20211024

Darwin, M. et al. (2021). Metode Penelitian Pendekatan Kuantitatif. Bandung: Media Sains Indonesia.

Ghozali, I. (2021). Aplikasi Analisis Multivariate dengan Program SPSS 26 (Cetakan 10). Semarang: Badan Penerbit Universitas Dipenogoro.

Gustina, I., & Viviani. (2019). Pengaruh Personal Selling Dan Word Of Mouth Terhadap Pengambilan Keputusan Mahasiswa Memilih Kuliah Di STIE Eka Prasetya. Jurnal Manajemen Bisnis Eka Prasetya (MBEP), 5(1), 60–67.

Haque-Fawzi, M. G. et al. (2021). Strategi Pemasaran Konsep, Teori Dan Implementasi. Tangerang: Penerbit Pascal Books.

Kurniasih, D. (2021). Kepuasan Konsumen?: Studi Terhadap Word Of Mouth, Kualitas Layanan Dan Citra Merek. Bandung: Penerbit Bintang Sembilan Visitama.

Lesmana, N. et al. (2022). Manajemen Pemasaran. Jakarta: Penerbit Strategy Cita Semesta.

Murtiningsih, D. (2023). Pengaruh Word Of Mouth , Harga, Kualitas Produk Terhadap Keputusan Pembelian Minuman Kopi. JUDICIOUS Journal of Management, 04(01), 29–37.

Novita, M. D. (2024). Pengaruh Kualitas Produk, Citra Merek, dan Daya Tarik Produk terhadap Pembelian Pupuk Organik Cair Ajifol di Jawa Timur. Berkala Ilmiah AGRIDEVINA, 13(1), 89–99. https://doi.org/10.33005/agridevina.v13i1.4647

Nurjamilah, S. F. et al. (2023). Pengaruh Kualitas Pelayanan, Kelengkapan Produk Dan Harga Terhadap Keputusan Pembelian Pada “Kopima Aja.” Jurnal Ilmiah Bidang Ilmu Ekonomi, 21(1), 40–56.

Purba, E. et al. (2021). Metode Penelitian Ekonomi (Cetakan 1). Medan: Penerbit Yayasan Kita Menulis.

Siagian, G. M., & Realize, R. (2023). Pengaruh Citra Merek Dan Daya Tarik Terhadap Loyalitas Produk Nivea Di Piayu Kota Batam. SCIENTIA JOURNAL?: Jurnal Ilmiah Mahasiswa, 5(4), 1–10. https://doi.org/10.33884/scientiajournal.v5i4.7859

Sinaga, H. D. E. et al. (2024). Pengaruh Keragaman, Kelengkapan Produk Terhadap Minat Beli Ulang Melalui Kepuasan Pelanggan Sebagai Variabel Intervening. Journal of Science and Social Research, VII(4), 1656–1663.

Situmorang, I. R. (2024). Pengaruh Celebrity Endorsement Dan E-WOM Terhadap Keputusan Pembelian Pengguna Shopee. Niagawan, 13(2), 128–139. https://doi.org/10.24114/niaga.v13i2.59625

Situmorang, I. R., & Suwandi. (2021). Pengaruh Perilaku Usaha dan Pemasaran terhadap Keputusan Pembelian pada PT Mulya Krida Resik Medan. Jurnal Manajemen Bisnis Eka Prasetya?: Penelitian Ilmu Manajemen, 7(1), 37–51. https://doi.org/10.47663/jmbep.v7i1.84

Sudirman, I., & Musa, M. I. (2023). Strategi Pemasaran. Makassar: Penerbit Intelektual Karya Nusantara.

Taher, T. H. et al. (2022). Pengaruh Word of Mouth Terhadap Keputusan Pembelian Parfum the Body Shop Body Mist Japanese Cherry Blossom Pada Toko the Body Shop Palangka Raya. DINAMIKA EKONOMI Jurnal Ekonomi Dan Bisnis, 15(2), 393–404.

Wahyudi, D. et al. (2022). Pengaruh Ketrampilan Menjual Dan Kelengkapan Produk Terhadap Omzet Penjualan Tanaman Hias. Management and Accounting Expose, 5(1), 35–47. https://doi.org/10.36441/mae.v5i1.701