Anggraini, Dian (2025) ANALISIS KEPUASAN DAN MINAT BELI TERHADAP LOYALITAS KONSUMEN SAYURAN HIDROPONIK DI KOTA SURABAYA. Masters thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
00 Cover.pdf Download (692kB) |
|
Text (Bab I)
01 Bab I.pdf Download (63kB) |
|
Text (Bab II)
02 Bab II.pdf Restricted to Repository staff only until 30 July 2027. Download (506kB) |
|
Text (Bab III)
03 Bab III.pdf Restricted to Repository staff only until 30 July 2027. Download (211kB) |
|
Text (Bab IV)
04 Bab IV.pdf Restricted to Repository staff only until 30 July 2027. Download (435kB) |
|
Text (Bab V)
05 Bab V.pdf Download (35kB) |
|
Text (Daftar Pustaka)
06 Daftar Pustaka.pdf Download (129kB) |
|
Text (Lampiran)
07 Lampiran.pdf Restricted to Repository staff only until 30 July 2027. Download (2MB) |
Abstract
The growth of urban agriculture has driven an increase in demand for healthy vegetables such as hydroponics in the city of Surabaya. Despite the increasing trend of consumption, consumer loyalty is still a challange affecting the sustainability of the market. This study aims to analyze the influence of satisfaction and purchasing interest on the loyalty of hydroponics vegetable consumers. The study was conducted on 103 respondents using the multi-stage sampling technique. The data was analyzed using the Structural Equation Modelling-Partial Least Square (SEM-PLS) approach to measure the relationship between latent variables. The limitation of this study is that purchasing interest is measured based on the variables that form purchasing intention by combining Theory-PlannedBehaviour (TPB) and Knowledge-Attitude-Behaviour (KAB) with a number of previous studies. The result show that both customer satisfaction and buying interest have a positive and significant influence on loyalty, with buying interest being the most dominant factor. An R value of 0.745 indicates that the model has a high clarity of powet over the loyalty variable, while a Q value of 0.676 indicates the predictive power of the model. Respondents' highest satisfaction score was product quality, while the most influential variable was service quality. Environmental concern was the highest score for purchasing interest, while subjective norms were the most influential variable. Purchasing recommendations were the highest score for consumer loyalty, while the most influential variable was prioritizing hydroponic vegetable use.This research has a strategic impact of hydroponic agribusiness players to focus their marketing strategies on increasing purchases intention and satisfaction through education, product quality and emotional approach to consumers. Theoretically, these findings strengthen the study of consumer behaviour in the context of sustainable agribusiness in urban areas.
| Item Type: | Thesis (Masters) | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Magister Agribusiness | ||||||||||||
| Depositing User: | Dian Anggraini Anggraini | ||||||||||||
| Date Deposited: | 30 Jul 2025 07:10 | ||||||||||||
| Last Modified: | 30 Jul 2025 07:10 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/41397 |
Actions (login required)
 |
View Item |