FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN BUAH MELON HIDROPONIK DI KEBUN KITA KABUPATEN KEDIRI

The number of competitors at present forces business actors to offer the best product quality, price, promotion, and service quality in order to meet consumer expectations and become a consideration for consumers in determining purchasing decisions. The purpose of this study is to analyze the price, product quality, promotion and service quality of hydroponic melons, analyze purchasing decisions for hydroponic melons, and analyze the effect of Price, Product Quality, Promotion, and Service Quality on purchasing decisions for hydroponic melons at
Kebun Kita Kediri. This research design is descriptive quantitative, using data sources from primary data obtained directly through observation, interviews, and documentation. The analysis techniques used are percentage analysis, and SEMPLS. Based on the results of the percentage analysis calculation on variables (X1),
(X2), (X3), (X4), and (Y) have a very feasible category. Based on the R-Square calculation, the test results with a value of 0.796 are included in the (strong) category. Based on the calculation of the hypothesis test, the value of the price statistic T is (4.056), the value of the product quality statistic T is (2.950), the value of the promotion statistic T is (3.152), the value of the service quality
statistic T is (3.380) with the magnitude of these values, all variables can be said to have a significant influence on purchasing decisions.