ANALISIS PERSEPSI KUALITAS DAN PERSEPSI HARGA TERHADAP MINAT BELI MELALUI SIKAP KONSUMEN PADA SAYUR ORGANIK SECARA ONLINE DI SURABAYA

Abstract

This study aims to analyze the effect of perceived quality, perceived price on interest in buying organic vegetables and analyze the effect of perceived quality and price perceptions on interest in buying organic vegetables through consumer attitudes. The population of this study are consumers of organic vegetables online in Surabaya. The number of samples is 65 people. This research method uses Partial Least Square. The results of this study indicate that: (1) Perception of product quality has a significant positive effect on purchase intention. (2) Price perception has a significant positive effect on buying interest. (3) Perception of quality through consumer attitudes towards purchase intention is less indirect than direct influence. (4) Perception of price through consumer attitudes towards purchase intention is less indirect than direct influence..