The Effect Of Price, Product Quality, and Sales Location On Rice Purchase Decisions In Wamanggu Market
Abstract
Merauke is a rice production center and can meet the needs of local consumption. Rice distribution to the community is mostly carried out by retailers in the Wamanggu Traditional Market. Consumers' rice purchasing decisions can be influenced by many factors. This study aims to analyze price, product quality, and sales location factors on rice purchasing decisions at Wamanggu Market, Merauke. This research was conducted around Wamanggu Market, one of the main rice sales centers in Merauke. This research was conducted from April to May 2023. This study used a quantitative descriptive approach. Respondent sampling was carried out in ten sub-districts in the Merauke Regency area. The number of respondents was 44 people, selected through probability sampling with the criteria of respondents being consumers who make repeat purchases at Wamanggu Market, in the last 1 month buying rice at Wamanggu and a minimum purchase of 5 kg. Data were analyzed using multiple linear regression analysis with 3 measured variables, namely price factors (X1), product quality factors (X2), and sales location factors (X3). The results of the R2 analysis show that the coefficient of determination explains that variables X1, X2, and X3 influence purchasing decisions (Y) by 84.6%, while partially the price factor does not influence the decision to purchase rice in the market, while product quality and sales location influence rice purchases by 30.3% and 25.6%. The results of the study concluded that the rice quality factor is the most dominant in rice purchasing decisions compared to sales location and price level factors.
References
Aji, J. M. M., & Widodo, A. (2010). Perilaku Konsumen Pada Pembelian Beras Bermerk Di Kabupaten Jember Dan Faktor Yang Mempengaruhinya. J-SEP, 4(3).
Arifah M, R., Setyowati, S., & Tri Sundari, M. (2024). Analisis Perilaku Konsumen Terhadap Keputusan Pembelian Beras Merah Di Kota Surakarta. Jurnal Ekonomi Pertanian dan Agribisnis, 8(1), 154. https://doi.org/10.21776/ub.jepa.2024.008.01.12
BPS Kabupaten Merauke. (2024). Merauke Regency in Figures (p. 68). BPS Merauke Regency. https://meraukekab.bps.go.id
Erwan, E., Untari, U., & Widyantari, I. (2021). Analisis Kepuasan Pelanggan Terhadap Keputusan Pembelian Beras Berlabel. Musamus Journal of A, (Query date: 2022-09-09 10:38:42). http://www.ejournal.unmus.ac.id/index.php/agri/article/view/3766
Harahap, S., & Suprehatin, S. (2025). Sikap Dan Preferensi Konsumen Terhadap Beras Putih Berlabel. Jurnal Ekonomi Pertanian dan Agribisni, 9(2), 768–779.
Hasan, I., Rosida, I., & Nurliani, N. (2022). Preferensi Konsumen Terhadap Keputusan Pembelian Beras Berdasarkan Kualitas Beras Medium Dan Premium Pada Pasar Tradisional Di Kota Makassar. Jurnal Ilmiah Ecosystem, 22(2), 231–236. https://doi.org/10.35965/eco.v22i2.1519
Hasbi, A. R., Padapi, A., & Dewi, S. R. (2021). Analisis Keputusan Konsumen dalam Melakukan Pembelian Beras Di Kabupaten Luwu. AGROVITAL : Jurnal Ilmu Pertanian, 6(1), 26. https://doi.org/10.35329/agrovital.v6i1.2001
Hasmin, A. H., Salam, S., & Azuz, F. (2024). Analisis Preferensi Konsumen Terhadap Pembelian Beras Premium Pabrik Beras Tujuh Lima Di Kecamatan Maritengae Kabupaten Sidrap. PALLANGGA: Journal of Agriculture Science and Research, 2(2), 95–104. https://doi.org/10.56326/pallangga.v2i2.2913
Kamila, F., Prasetyo, E., & Roessali, W. (2019). Analisis Sikap Konsumen Pada Pembelian Beras Di Kota Salatiga. Agrisocionomics: Jurnal Sosial Ekonomi Pertanian, 3(1), 10–18. https://doi.org/10.14710/agrisocionomics.v3i1.2980
Mahendra, M., & Mamilianti, W. (2020a). Persepsi konsumen dan faktor-faktor yang mempengaruhi keputusan pembelian beras premium. Journal of Agricultural Socio-Economics (JASE), 1(1), 1. https://doi.org/10.33474/jase.v1i1.7150
Mahendra, M., & Mamilianti, W. (2020b). Persepsi konsumen dan faktor-faktor yang mempengaruhi keputusan pembelian beras premium. Journal of Agricultural Socio-Economics (JASE), 1(1), 1. https://doi.org/10.33474/jase.v1i1.7150
Mubarok, R. S., Heryadi, D. Y., Hidayati, R., & Sundari, R. S. (2025). Comparison of organic rice crops income before and after fuel price increase. AGRICOLA, 15(2), 167–175. https://doi.org/10.35724/ag.v15i2.6979
Nooyo, I., & Nasrul, M. (2022). Analisis Usahatani Padi Sawah (Oryza sativa. L) Sistem Tanam Benih Langsung (TABELA). AGRICOLA, 12(1), 15–21. https://doi.org/10.35724/ag.v12i1.4435
Novita, M. D., Soesanto, & Putra, F. (2025). Pengaruh Pendapatan, Pemasaran, Dan Modal Terhadap Keputusan Pembelian Beras Premium: Studi Kasus Di Mojokerto. Inovasi Pembangunan-Jurnal Kelitbangan, 13(1), 1–10.
Permatasari, E., Luthfiana, H., Pratama, N. A., & Ali, H. (2022). Faktor-Faktor Yang Mempengaruhi Pembelian Ulang: Promosi, Harga Dan Produk (Literature Review Perilaku Konsumen). Jurnal Ilmu Manajemen Terapan, 3(5). https://doi.org/10.31933/jimt.v3i5
Puadah, S., Rahwana, K., & Barlian, B. (2022). Pengaruh Persepsi Harga dan Kualitas Produk terhadap Keputusan Pembelian (Survei pada Konsumen Toko Beras CV Wirabuana Tasikmalaya). ULIL ALBAB, 1.
Riadi, M. (2017). Pengertian, Fungsi dan Jenis Penjualan Eceran (Ritel). https://www.kajianpustaka.com/2017/10/pengertian-fungsi-dan-jenis-penjualan-eceran-ritel.html
Suranto, G. (2016). InfoPublik - Kepala BPPT: Konsumsi Beras Per Kapita Indonesia Tertinggi di Dunia. https://infopublik.id/read/164632/kepala-bppt--konsumsi-beras-per-kapita-indonesia-tertinggi-di-dunia.html
Untari, & Herdjiono, M. V. I. (2020). Land Owning Patterns on Rice Farming: Increasing Production and Efficiency. Jurnal Ilmiah Pertanian, 16(2), 118–115. https://doi.org/10.31849/jip.v16i2.3731
Verdiyanto, V., Fatimah, F., & Hermawan, H. (2023). Pengaruh Kualitas Produk, Harga Dan Packaging Terhadap Keputusan Pembelian Beras Rantau Di UD. Putra Sultan. Jurnal Ekonomi dan Bisnis Growth, 20(2), 457–465. https://doi.org/10.36841/growth-journal.v21i1.2628
.png)
