THE INFLUENCE OF VISUAL PACKAGING, BRAND IMAGE, PERCEIVED RISK, AND REFERENCE GROUPS ON FARMERS' PURCHASE DECISIONS FOR PREMIUM RICE SEEDS AT AGRICULTURAL KIOSKS IN NGAWI REGENCY

Muhammad Arsiyan Nur Rafi

Abstract


Ngawi Regency's agricultural sector is vital for food security, where premium seed availability directly impacts harvest outcomes. This quantitative, causal-associative study investigates how visual packaging, brand image, risk perception, and reference groups shape farmers' decisions when purchasing premium rice seeds at local agricultural shops. Utilizing a purposive sampling method, data were gathered from 385 respondents via questionnaires and evaluated through multiple linear regression in SPSS. The analysis reveals that each independent variable exerts a positive, statistically significant impact on buying choices individually as well as collectively. Ultimately, these insights underscore that appealing visual design, trusted brand positioning, managed risk perception, and peer group influence are key drivers guiding agricultural consumers toward premium seed selections across the region.

Keywords: visual packaging, brand image, risk perception, reference groups, purchasing decision, premium rice seeds.


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