Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Sayur Organik di "Orgo Organic Farm" Kota Malang

“Orgo Organic Farm” conducts organic vegetable business from cultivation to marketing. The tight competition in the organic vegetable business in Malang requires business people to understand the factors that drive consumer decisions to make purchases. This study aims to analyze the effect of product quality and price on purchasing decisions at OOF. Primary data was obtained by interviewing OOF customers. Accidental sampling technique was used to determine the sample of OOF customers. Data were analyzed by Partial Least Square (PLS) method. The results showed that product quality and price had an effect on purchasing decisions at OOF. The conclusion of this study is that product quality has a positive and significant effect on consumer decisions with a p value of 0,001 or less than 0,05. The original sample value (path coefficient) of 0,336 indicates the direction of a positive relationship and there is an influence of price on consumer decisions. Price is not significant to consumer decisions with a p value of 0,109 or greater than 0,05. The original sample value (path coefficient) of 0,172 indicates the direction of a positive relationship.