Pengaruh Harga, Kualitas Produk, dan Lokasi terhadap Keputusan Pembelian Buah Lokal

Abstract

This study analyzes the effects of price, product quality, and location on consumers' purchasing decisions for local fruits at Pasar Legi, Jombang Regency. The research is motivated by low fruit consumption and the strategic role of traditional markets as distribution channels for local agricultural products. The novelty of the study lies in examining three marketing factors simultaneously in a local traditional market context rather than in modern retail settings. A quantitative survey was conducted with 108 respondents selected using accidental sampling. Data were collected using Likert-scale questionnaires and analyzed through multiple linear regression after validity, reliability, and classical assumption tests. The results show that price has no significant effect on purchasing decisions (t = 1.090; p = 0.278), while product quality has a positive and significant effect (t = 4.816; p = 0.000) and location also has a positive and significant effect (t = 5.455; p = 0.000). Simultaneously, price, product quality, and location significantly affect purchasing decisions (F = 51.824; p = 0.000), with an R² value of 0.599. These findings indicate that product freshness, sensory quality, and market accessibility are key priorities for strengthening local fruit sales.