Analisis Preferensi Konsumen dalam Keputusan Pembelian Kecambah Kelapa Sawit melalui WhatsApp di Pusat Penelitian Kelapa Sawit (PPKS) Medan

Abstract

The development of digital technology has driven transformation in the marketing and transaction system of agribusiness products, including the purchase of oil palm sprouts. The Palm Oil Research Center (PPKS) as a provider of superior seedlings, besides having a direct ordering method, PPKS has also adopted online ordering services via WhatsApp Hotline and MySawit where WhatsApp Hotline has the largest contribution to the sale of PPKS oil palm seedlings in 2024. This study aims to analyze consumer preferences in purchasing decisions for oil palm seedlings via WhatsApp at PPKS Medan. This study uses a quantitative approach with the Partial Least Square Structural Equation Modeling (PLS-SEM) analysis method with 100 samples of respondents who have made purchases via WhatsApp Hotline PPKS. The analysis results show that the Convenience variable has a significant effect on purchasing decisions (p-value = 0.000), while the WhatsApp Marketing variable (p-value = 0.445) and Service Quality (p-value = 0.059) show that these variables do not have a significant effect.