PENGARUH VISUAL PACKAGING, CITRA MEREK, PERSEPSI RISIKO, DAN KELOMPOK REFERENSI TERHADAP KEPUTUSAN PEMBELIAN BENIH PADI PREMIUM OLEH PETANI DI KIOS PERTANIAN KABUPATEN NGAWI

Arsyian, Rafi (2026) PENGARUH VISUAL PACKAGING, CITRA MEREK, PERSEPSI RISIKO, DAN KELOMPOK REFERENSI TERHADAP KEPUTUSAN PEMBELIAN BENIH PADI PREMIUM OLEH PETANI DI KIOS PERTANIAN KABUPATEN NGAWI. S1 thesis, Universitas PGRI Madiun.

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Abstract

Muhammad Arsyian Nur Rafi. 2026. The Influence of Visual Packaging, Brand Image, Risk Perception, and Reference Groups on Farmers' Purchasing Decisions of Premium Rice Seeds at Agricultural Supply Stores in Ngawi Regency. Undergraduate Thesis, Management Study Program, Faculty of Economics and Business, Universitas PGRI Madiun. Supervisor (I): Dr. Heny Sidanti, S.E., M.M. Supervisor (II): Hendra Setiawan, S.E., M.M. The agricultural sector in Ngawi Regency plays a strategic role in supporting food security, making the availability of premium rice seeds an important factor in improving harvest success. This study aims to analyze the influence of visual packaging, brand image, risk perception, and reference groups on farmers' purchasing decisions of premium rice seeds at agricultural supply stores in Ngawi Regency. This research employed a quantitative approach with a causal associative research design. The study involved 385 respondents selected using a purposive sampling technique. Primary data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that visual packaging, brand image, risk perception, and reference groups each have a positive and significant effect on the purchasing decisions of premium rice seeds. Simultaneously, these four variables also have a positive and significant influence on purchasing decisions. These findings suggest that attractive packaging, a strong brand image, favorable risk perception, and the influence of reference groups play important roles in encouraging farmers to purchase premium rice seeds at agricultural supply stores in Ngawi Regency. Keywords: visual packaging, brand image, risk perception, reference groups, purchasing decision, premium rice seeds.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	visual packaging; brand image; risk perception; reference groups; purchasing decision; premium rice seeds
Subjects:	A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	NUR ARSYIAN MUHAMMAD
Date Deposited:	22 Oct 2026 01:20
Last Modified:	22 Oct 2026 01:20
URI:	http://eprint.unipma.ac.id/id/eprint/10559

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