PLANT SEED PURCHASE DECISION WITH PRODUCT QUALITY, PRICE AND PROMOTION AT PT NIKOS JAYA BENIH UNGGUL MANTUP LAMONGAN

Abstract

Lamongan Regency has an area of more than 1.8 , and the largest contributor to GRDP comes from the agricultural sector. In the farming industry, food and horticultural crop seeds are very important. PT. Nikos Jaya Benih Unggul operates in the food crop and horticultural seed industry. This research aims to determine the influence of product quality, price, and promotion on purchasing plant seeds at PT. Nikos Jaya Superior Seeds. This research uses quantitative research, the sampling method in the research is probability sampling or uses random sampling techniques and uses the Lemeshow formula to obtain 96 respondents. The analysis technique uses multiple linear regression analysis, with the results that promotions have the most dominant influence on PT purchasing decisions. Nikos Jaya Benih Unggul, before testing the hypothesis, reliability, and validity tests were carried out. The results are that all variables are valid and reliable, the results of the t-test for product quality, price, and promotion variables show t count > t table with a significance of less than 0.05, the F-test results show F count > F table with a significance of 0.000, thereby testing product quality, price and promotion simultaneously influencing purchasing decisions at PT. Nikos Jaya Superior Seeds in Mantup Lamongan.