The Effect of Product Quality and Price on The Purchase Decision of Hydroponic Vegetable Products from Berkah Farm Hydroponic in Jember District

Abstract

Hydroponics is one of the modern agricultural systems. Hydroponic cultivation can be carried out even though it is not in rice fields, because this system is carried out in a greenhouse so that it can be carried out on empty land even though it is not rice fields. This hydroponic system can provide market demand for fresh vegetables. Hydroponics is one of the future agricultural methods because it can be planted in various locations, including large fields, cities, villages and even above apartments. The hydroponic system can overcome land shortages, problematic soil conditions, pests and diseases, limited irrigation supplies, unpredictable seasons and inconsistent quality. Berkah Farm Hydroponik located in Jember Regency pays great attention to the quality of the vegetables that will be marketed because consumers in buying a product, especially hydroponic vegetables, pay great attention to the cleanliness, size, color and freshness of hydroponic vegetables compared to conventional vegetables. Product quality greatly influences the decision to purchase products at Berkah Farm Hydroponik, so the quality marketed by Berkah Farm Hydroponik is quality vegetables so that it will affect the price of hydroponic vegetables. The price of hydroponic vegetables influences the decision to purchase hydroponic vegetables. The purchasing decision occurs when the quality and price of the vegetables are in accordance with consumer satisfaction.