PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN PROMOSI TERHADAP NIAT BELI PRODUKA HERBISIDA COUNCIL COMPLETE 300 SC DI KABUPATEN KLATEN INDONESIA

Abstract

This study aims to examine the influence of product quality, price perception, and promotion on the purchase intention of the herbicide product Council Complete 300 SC in Klaten Regency. This research employs a quantitative approach using a survey method. Data were collected through the distribution of questionnaires to 100 respondents selected using purposive sampling technique. Data analysis was conducted using multiple linear regression with the help of SPSS software. The results of the study show that the product quality variable does not have a significant effect on purchase intention, while the price perception and promotion variables have a significant positive effect on purchase intention. Together, these three variables (product quality, price perception, and promotion) explain 63.6% of the variation in purchase intention for Council Complete 300 SC herbicide in Klaten Regency. The implications of this research suggest that companies should focus more on promotional strategies and appropriate pricing to increase consumer purchase intention. In contrast, improvements in product quality may not have a significant impact on purchasing decisions compared to price and promotion aspects.