The Relationship between the Level of Knowledge of Quality and Price of Biodegradable Tote Bags from Seaweed Carrageenan Eucheuma Cottoni against Purchasing Decisions Case Studies in Cibinong District, Bogor Regency and Jatinangor District, Sumedang Regen

Abstract

This study aims to see the relationship between the level of knowledge, product quality, and price of biodegradable tote bag products from seaweed carrageenan (Eucheuma cottoni) on purchasing decisions so that product improvements and modifications can be made. The research was conducted in Cibinong District, Bogor Regency as a general segmentation, and in Jatinangor District, Sumedang Regency as a student segmentation. This study used quantitative descriptive method with spearman rank correlation test. Samples were taken using purposive sampling techniques as many as 80 respondents. Based on the results of research on the consumer characteristics of biodegradable tote bags, which are dominated by women with an age range of 21-25 years, types of student work with income levels > IDR 1,000,000, have used tote bags with intensity of use every month and from fabric.  The results of the spearman rank correlation test were obtained for the level of knowledge, product quality, and product price, namely 0.538, 0.474, and 0.505. Product quality and product price have a strong relationship with the purchase decision of biodegradable tote bags from seaweed carrageenan (Eucheuma cottoni). Meanwhile, the level of knowledge has a strong relationship to the decision to purchase biodegradable tote bags from seaweed carrageenan (Eucheuma cottoni).