Pengaruh Faktor Sosial dan Psikologis Terhadap Proses Penjualan Sayuran Hidroponik di Kelompok Tani Kosaghra Lestari

Ardelia, Nabila Abidah (2025) Pengaruh Faktor Sosial dan Psikologis Terhadap Proses Penjualan Sayuran Hidroponik di Kelompok Tani Kosaghra Lestari. Undergraduate thesis, UPN Veteran Jawa Timur.

	Text (Cover) 21024010057_COVER.pdf Download (2MB)
	Text (BAB 1) 21024010057_BAB 1.pdf Download (290kB)
	Text (BAB 2) 21024010057_BAB 2.pdf Restricted to Repository staff only until 10 July 2027. Download (349kB)
	Text (BAB 3) 21024010057_BAB 3.pdf Restricted to Repository staff only until 10 July 2027. Download (351kB)
	Text (BAB 4) 21024010057_BAB 4.pdf Restricted to Repository staff only until 10 July 2027. Download (512kB)
	Text (BAB 5) 21024010057_BAB 5.pdf Download (247kB)
	Text (Daftar Pustaka) DAFTAR PUSTAKA.pdf Download (326kB)
	Text (Lampiran) LAMPIRAN.pdf Restricted to Repository staff only until 10 July 2027. Download (1MB)

Abstract

This study aims to analyze the influence of social and psychological factors on the sales process of hydroponic vegetables in supporting the sustainability of the Kosaghra Lestari Farmers Group. A quantitative approach was employed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with data collected from 30 purposively selected respondents. The results indicate that both social and psychological variables have a positive and significant effect on the sales process. Among the social factors, social norms emerged as the most dominant indicator, suggesting that environmental pressure, Word of Mouth (WOM), and Fear of Missing Out (FOMO) significantly influence purchasing decisions. On the psychological side, perception was the strongest indicator, where consumers’ positive views on the quality and hygiene of the products encouraged their purchasing decisions. These findings highlight the importance of community-based marketing strategies and the development of positive product perceptions to enhance sustainable sales effectiveness.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Setyadi, Taufik	NIP20119660830250	taufiksetyadi.agri@upnjatim.ac.id
Thesis advisor	Wijayati, Prasmita Dian	NIP20219920812235	prasmita.dian.agribis@upnjatim.ac.id

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Nabila Abidah Ardelia

Date Deposited:

14 Jul 2025 01:49

Last Modified:

14 Jul 2025 01:49

URI:

https://repository.upnjatim.ac.id/id/eprint/39372