Influence of product quality and brand image on the decision to purchase non-subsidized NPK fertilizer in the agrosolution program of PT Pupuk Sriwidjaja

Abstract

This research aims to determine the influence of product quality and brand image on the purchasing decisions of non-subsidized NPK fertilizers in the of PT Pupuk Sriwidjaja’s agrosolution program. The population for this study consists of 100 respondents selected based on specific criteria. The results of multiple linear regression analysis indicate that product quality and brand image positively and significantly impact purchasing decisions. Regarding product quality, improvements are recommended, particularly concerning the information on product packaging, which consumers perceive as insufficient. An evaluation of the packaging quality is necessary, as some consumers have complained about the packaging's inability to withstand an adequate lifespan. Despite PT Pupuk Sriwidjaja's positive efforts in environmental impact assessment (AMDAL) for the surrounding community, there is room for improvement in the allocation of CSR funds to ensure they are targeted towards those affected by the impact.