IJSRP, Volume 9, Issue 7, July 2019 Edition [ISSN 2250-3153]
Risca Kurnia Sari, Yani Quarta Mondiana, Anisa Zairina
Indonesia began to show efforts to start a healthy life by cultivating organic food. Since it was first introduced in Indonesia in 1997 organic vegetables are healthier and safer for the body than non-organic ones. The demand for organic food has increased throughout the world which is increasing by around 20 percent per year so that the demand is able to create a potential market for organic products. Therefore, researchers want to figure out to what extent the quality of organic vegetables influences consumer purchasing decisions. Based on the background, the formulation of the problem in this study is whether the quality of organic vegetable products has an effect on consumer purchasing decision-making. Based on the results of data analysis, the regression model formed is y ̂=6.56+0.37 PQ. This model shows a positive relationship between product quality and purchasing decisions. The results of hypothesis testing indicate that product quality has an effect on purchasing.