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The Influence of Perceived Sustainability and Perceived Benefits on Organic Coconut Sugar Purchase Decision at PT Pradja Agro Indoland Puworejo = The Influence of Perceived Sustainability and Perceived Benefits on Organic Coconut Sugar Purchase Decision at PT Pradja Agro Indoland Puworejo
This research examines the influence of Perceived Sustainability and Perceived Benefits on the Purchase Decision of certified organic coconut sugar at PT Pradja Agro Indoland Purworejo, a company who produces coconut-derived product located in purworejo, motivated by a nearly 60 percent decline in the company's domestic sales between 2023 and 2025 despite rising global and domestic demand for organic products. This study employs a quantitative associative approach, using saturation sampling to survey all 43 vendor businesses that purchased and used the company's organic coconut sugar as a raw material or resale product. Data were collected through questionnaires measured on Ferdinand's Agree-Disagree Scale and analyzed using Index Value analysis, classical assumption tests, and multiple linear regression. The results show that both variables fall within the High Index Value category, with Purchase Decision rated even more favorably than either predictor, indicating generally favorable vendor perceptions. However, regression analysis reveals that only Perceived Sustainability does not haave a significant effect on Purchase Decision, while Perceived Benefits, despite a positive coefficient, does not reach significance. Together, the two variables explain 67.8 percent of the variance in Purchase Decision, with Perceived Sustainability exerting a considerably greater influence than Perceived Benefits. These findings, interpreted through the Theory of Planned Behavior, suggest that in a business-to-business procurement context, sustainability-related attitudinal beliefs outweigh benefit-related ones in shaping purchase decisions. The study recommends that PT Pradja Agro Indoland prioritize sustainability certification communication while addressing price-fairness perceptions to strengthen vendor loyalty and reverse its declining sales trend.
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Karya Umum 
Filsafat 
Agama 
Ilmu-ilmu Sosial 
Bahasa 
Ilmu-ilmu Murni 
Ilmu-ilmu Terapan 
Kesenian, Hiburan, dan Olahraga 
Kesusastraan 
Geografi dan Sejarah