Pengaruh Harga, Kemasan, dan Jaminan Pasar terhadap Keputusan Penjualan Tembakau pada Kemitraan Merabu

Abstract

This research is motivated by the situation in Indonesia, which is a maritime country, where most of the population works as farmers. Most of the farmers' income on the slopes of Mount Merapi and Merbabu comes from tobacco sales. This has led the study to address issues arising from factors such as price, packaging, and market guarantee in relation to farmers' decisions to sell tobacco to Merabu Partnership. The aim of this research is to identify and analyze how price, packaging, and market guarantee affect tobacco sales decisions, both partially and simultaneously, within the Merabu Partnership. The sampling technique used in this study is non-probability sampling. The research approach uses descriptive quantitative research. The linear regression analysis technique is used to get an overall picture of the variables by using hypothesis tests (t-test, F-test, and R-Square test). A sample was taken from 130 tobacco farmer respondents in Selo District, Boyolali Regency. The research results show that the price variable has a significant effect on sales decisions, while the packaging and market guarantee variables do not have a significant effect on sales decisions. Simultaneously, the variables of price, packaging, and market guarantee have a positive and significant effect on sales decisions.