Factors that influence purchase decision of "tani Organik Merapi" consumers in the Special Region of Yogyakarta

Abstract

CV Tani Organik Merapi (TOM) is a provider of organic vegetables in the Special Region of Yogyakarta. This study aimed to determine the profile of consumers who make purchasing decisions for TOM products and to determine the effect of product quality, price, promotion, brand image, and brand awareness on purchasing decisions for TOM products. This research was conducted at CV TOM's retail partners in the Special Region of Yogyakarta, such as Superindo, Mirota Supermarkets, and Progo Supermarkets from February to March 2023. Quantitative data were collected from 105 respondents and were analyzed using SEM-PLS line analysis. The variables examined in this study included product quality, price, promotion, brand image, brand awareness, and purchasing decisions. The results of this study showed that consumers of TOM products were dominated by women, the age ranged from 21 to 30, with student and private employee status, and an income ranging from Rp. 1,000,001.00 - Rp. 5,000,000.00 and made purchases less than five times a month. Based on the results of the SEM-PLS analysis, it was found that the variables of product quality, brand image, and brand awareness have a significant influence on purchasing decisions while price and promotion variables have no influence on purchasing decisions.