MODERATION EFFECT OF INTEREST IN PURCHASE OF NON-SUBSIDY FERTILIZER

Abstract

Purpose: Companies distributing non-subsidized fertilizers should pay attention to farmers' buying interest to optimize the variables influencing purchasing decisions. Theoretical framework: Efforts to market non-subsidized fertilizer products require the right strategy, including those related to price, product quality, and promotion, to attract potential buyers and purchase products as consumers from the company. Design/methodology/approach: This study analyses the direct effect of price, product quality, and promotion on purchasing decisions at the Mega Eltra Makassar branch company and the moderating effect of the purchase intention variable. This quantitative research uses questionnaires to 200 respondents whose data were processed using SmartPLS 4. Findings: The results showed that price and promotion directly or moderated by purchase intention could not significantly influence consumer purchasing decisions for non-subsidized fertilizers. Product quality directly affects the decision to buy non-subsidized fertilizers; however, it is not significant if buying interest is a moderating variable. Research, Practical & Social implications: Consumers of non-subsidized fertilizer Mega Eltra Makassar company Branch is the population in this study whose details cannot be known with certainty because the records at the company only include the number of products sold and their turnover. Originality/value: This study concludes that the quality of the fertilizer influences the decision to purchase non-subsidized fertilizer from farmers compared to the offer or promotion price. Interest in buying non-subsidized fertilizers still needs to guarantee the purchase decision-making process.