Pengaruh Harga Terhadap Keputusan Pembelian Sapronak Ayam Pedaging Pada Mitra Peternak PT Sejahtera Abadi Unggas Unit Kediri

This study aims to analyze the effect of price on purchasing decisions of broiler chicken production inputs (sapronak) among partner farmers of PT Sejahtera Abadi Unggas, Kediri Unit. A quantitative approach with a causal research design was employed. The research sample consisted of 104 active partner farmers, selected using purposive sampling. Data were collected through structured questionnaires using a five-point Likert scale. The collected data were analyzed using validity and reliability tests, classical assumption tests, and simple linear regression analysis with the assistance of SPSS software. The results indicate that price has a positive and significant effect on purchasing decisions. The regression analysis produces the equation Y = 2.103 + 0.940X, with a significance value of 0.000, confirming that an increase in positive price perception significantly enhances purchasing decisions. Furthermore, the coefficient of determination (R²) of 0.699 shows that price explains 69.9% of the variation in purchasing decisions, while the remaining 30.1% is influenced by other factors not examined in this study. These findings highlight that competitive, fair, and value-based pricing strategies play a crucial role in strengthening long-term partnerships and sustaining purchasing behavior among broiler farmers. The study provides empirical evidence that can support managerial decision-making in developing effective pricing strategies within the agribusiness sector.