Pengaruh Atribut Produk terhadap Minat Beli NPK Tablet Tanaman Hias di PT Botani Seed Indonesia

Abstract

Pupuk merupakan unsur hara penting yang mendukung pertumbuhan tanaman dan jenis yang banyak digunakan di Indonesia adalah pupuk anorganik. PT Botani Seed Indonesia (PT BOSI) memasarkan pupuk anorganik NPK tablet tanaman hias, namun penjualannya masih fluktuatif akibat produk baru yang masih bersaing secara kompetitif dan atribut yang masih kurang baik menurut konsumen. Tujuan dari penelitian ini untuk menganalisis karakteristik responden, menganalisis pengaruh atribut produk terhadap minat beli, serta menganalisis rancangan evaluasi atribut pada produk NPK tablet tanaman hias PT BOSI. Alat analisis yang digunakan mencakup SEM-PLS menunjukkan variabel merek memiliki pengaruh paling besar terhadap minat beli (original sample = 0,322), analisis SWOT menganalisis faktor internal dan eksternal perusahaan serta disertai output dari SEM-PLS. Hasil penelitian menunjukkan bahwa atribut produk berpengaruh signifikan terhadap minat beli. Berdasarkan implikasi manajerial, perlu dilakukan perbaikan atribut pada label dan layanan pendukung. Hasil R/C ratio setelah evaluasi atribut akan meningkat menjadi 1,30.

Fertilizer is an essential nutrient element that supports plant growth, and the most commonly used type in Indonesia is inorganic fertilizer. PT Botani Seed Indonesia (PT BOSI) markets inorganic NPK tablet fertilizer for ornamental plants. However, its sales remain fluctuating due to the product being relatively new and still competing in the market, with attributes that are perceived as less favorable by consumers. The aim of this study is to analyze the characteristics of respondents, assess the influence of product attributes on purchase intention, and evaluate the product attribute design of PT BOSI’s NPK tablet for ornamental plants. The analytical tools used include SEM-PLS, which shows that the brand variable has the greatest influence on purchase intention (original sample = 0.322), and SWOT analysis to assess the company’s internal and external factors, supported by SEMPLS output. The results indicate that product attributes have a significant effect on purchase intention. Based on managerial implications, improvements are recommended particularly in the labeling and supporting services attributes. After evaluating product attributes, the R/C ratio is projected increase to 1,30.