The Influence of Marketing Strategy and Product Innovation on Purchasing Decisions with Competitive Advantage as an Intervening Variable on South Sumatra Fertilizer Consumers

Luthfia; Ahmad Maulana; Aslamia Rosa

doi:10.55681/economina.v5i5.2203

Authors

Luthfia Universitas Sriwijaya, Indonesia
Ahmad Maulana Universitas Sriwijaya, Indonesia
Aslamia Rosa Universitas Sriwijaya, Indonesia

DOI:

https://doi.org/10.55681/economina.v5i5.2203

Keywords:

Marketing Strategy, Product Innovation, Competitive Advantage, Purchasing Decision

Abstract

his study aims to analyze the influence of marketing strategy and product innovation on purchasing decisions with competitive advantage as an intervening variable among Pusri NPK Fertilizer consumers in South Sumatra. The study used a quantitative method with an explanatory research approach. The population in this study were end users of specific innovation products, Cassava NPK Fertilizer and Coffee NPK Fertilizer, who purchased commercially in the South Sumatra region in 2022–2025. The sampling technique used purposive sampling with a sample size of 165 respondents. Data collection was carried out through questionnaires using Google Forms. Data analysis used the Partial Least Square- Structural Equation Modeling (PLS-SEM) method. The results showed that marketing strategy had a significant effect on competitive advantage, product innovation had a significant effect on competitive advantage, competitive advantage had a significant effect on purchasing decisions, and product innovation had a significant effect on purchasing decisions. However, marketing strategy did not have a significant direct effect on purchasing decisions. The findings of this study indicate that competitive advantage can be an intervening variable that strengthens the relationship between marketing strategy and product innovation on purchasing decisions of Pusri NPK Fertilizer consumers in South Sumatra.

Downloads

Download data is not yet available.

References

Adinata, T., & Reviandani, W. (2025). Analysis of Marketing Strategy in Increasing Fertilizer Sales at PT Polowijo Gosari Indonesia. Journal of Entrepreneurship Business Management , 4 (2), 366–378.

Agustina, P., & Ali, H. (2025). The Influence of Product Quality, Promotion, and Place on Competitive Advantage. Journal of Digital Management and Marketing (JMPD) , 3 (2), 100–107.

Ajzen, I. (1991). The Theory of Planned Behavior, Organizational Behavior and Human Decision Processes .

Alifia, S., Hapsari, H., & Setiawan, I. (2024). Factors that Influence Purchasing Decisions of Jimmy Hantu Liquid Organic Fertilizer at BTA Store Salma Alifia *, Hepi Hapsari, Iwan Setiawan. Mimbar Agribisnis: Journal of Thought of the Scientific Community with Agribusiness Insight , 10 (2), 2742–2751.

Ardianto, R., & Iskandar, S. (2021). Strategy for developing organic fertilizer production and marketing channels in Kalidoni sub-district, Palembang city (case study of the 3R installation work unit). Societa , X (2), 18–28.

Asari, A., ZUlkarnain, Hartatik, Anam, A., Suparto, Litamahputty, J., Dewadi, F., Prihastuty, D., Maswar, SW, Murni, N., & Sukwika, T. (2023). Statistics (1st ed) . PT. MAFV Indonesian Literacy Media.

Barney, J. . (1991). Firm esource and Sustained Competitive Advantage. Journal of Management , 17 (1), 99–120.

Barus, AF, Harahap, Nur, A., & Tumanggor, MB (2022). The Influence of Marketing Mix on Manure Purchasing Decisions at PT. Empat Saudara Jaya, Deli Serdang Regency. Journal of Economic and Strategy (JES) , 3 (1), 1–12.

Brinanti. (2022). The Influence of Product Quality and Promotion on Retail Purchase Decisions of Non-Subsidized NPK Fertilizer at PT Pupuk Sriwidjaja Palembang in the South Sumatra Region. Sriwijaya University Repository .

Bulqis, ANS, Parawansa, DA ., & Wahda. (2023). Marketing Development Strategy for Non-Subsidized Fertilizer at PT Pupuk Indonesia Niaga Makassar Branch. Accounting Profession Journal (APAJI) , 5 (2), 53–61.

Dai, Y., & Widajanto, MB (2023). The Influence of Price, Promotion, and Product Quality on Organic Fertilizer Purchasing Decisions at PT Sentral Bisnis Anugrah in Surabaya. GLOBAL , 07 (02), 42–53.

Ferreira, J., & Fernandes, C. (2023). Dynamic Capabilities, Innovation and Competitive Advantage: A Systematic review and future research agenda. Journal of Business Research2 , 157 (113548).

Framisti, S. (2023). Competitive Advantage Factors of PT Pupuk Sriwidjaja Palembang in Urea Exports to Vietnam in 2016-2021. Sriwijaya University Repository .

Ghozali, I. (2015). Partial Least Squares with WarpPLS 5.0 (3rd ed) . Diponegoro University.

Hair JF, et al. (2010). Multivatiate Data Analysis (N. Jersey (ed.); Seventh Ed). Pearson Prentice Hall.

Halim, A. (2020). The Influence of Instagram Social Media Promotion and Personal Selling on Purchasing Decisions for SUSIKU Liquid Organic Fertilizer (Stale Milk with Egg Yolk) in Bondowoso Regency, East Java. Malang Agricultural Development Polytechnic Repository .

Harahap, DA, Isa, M., & Saleh, I. (2023). The Influence of Price and Brand Image on Consumer Purchasing Decisions of Fertilizer at UD. HSB in Huristak Market. PROFJES: Prophetic Journal of Islamic Economics , 2 (1).

Hariyani, N. (2020). The Influence of Marketing Mix on Online Organic Pesticide Purchasing Decisions at Landbouw Mart Ketindan. Jurnal AgroSainTa , 4 (2), 105–116.

Hastowo, AY, & Reza, M. (2024). Social Media-Based Marketing Strategy for Agrina 99 Premium Organic Fertilizer to Improve Marketing Performance of PT. Agribisnis Technology Indonesia . 18 (2), 92–104.

Hatta, S., Suwono, Yudi, SA, & Syahrul, K. (2024). Quantitative Data Analysis with SmartPls4 (IPHH DUari (ed.)). Borneo Novelty Publishing.

Hidayat, R., & Pratiwi, N. (2024). The Effect of Product Innovation on Customer Satisfaction and Loyalty in MSMEs. Indonesian Journal of Economics and Entrepreneurship , 9 (1), 22–33.

Hussein, A, S. (2015). Business and Management Research Using Partial Least Square (PLS) with smartPLS 3.0 . Faculty of Economics and Business, Brawijaya University.

Jay, B. (2023). Gaining and Sustaining Competitive Advantage (6th ed). Pearson Education.

Kotler, P, G, A., & O, M, O. (2021). Principles of Marketing .

Kotler, P, & Keller, K. . (2023). Marketing Management (17 th ed). Pearson Education.

Kotler, Philip, & Amstrong, G. (2016). Principles of Marketing (12th Edition). Erlangga.

Lestari, S., Yazid, M., & Aryani, D. (2025). Analysis of Brand Awareness Level and Marketing Optimization Strategy for NPK Coffee Fertilizer. Agrimansion , 26 (2), 534–549.

Muktar, IA, Pradiani, T., & Moh, M. (2024). The Influence of Price and Product Quality on Consumer Decisions to Purchase Urea Nitrea Fertilizer Produced by Pupuk Indonesia and Brand Image as an Intervening Variable. Journal of Management Small and Medium Enterprises (SMEs's) , 17 (3), 3–11.

Nisa, Sudarno, M., & Sugito. (2021). Moderating Structural Equation Modeling with Partial Least Square in Modeling the Acceptance and Use of Digital Wallets in Semarang City. Gaussian Journal , 10 (1), 66–75.

Nursyamsi, J., Sukirman, E., Makmun, & Utomo, J. (2024). Analysis of the influence of product quality, price perception, product innovation, and marketing performance on competitive advantage. JEKMA Journal of Economics and Management , 3 (2), 76–85.

Pahlevi, R. (2025). The Effect of Product Quality and Promotion on Customer Loyalty with Purchasing Decisions as Intervening Variables (Study on Commercial NPK Products of PT Pupuk Sriwidjaja Palembang). In Tridinanti University Repository .

Palembang, PPS (2023). Sustain to the Next Level (2023 Annual Report) . PT Pupuk Sriwidjaja Palembang. www.pusri.co.id

Palembang, PPS (2024). Committing to Green Sustainability Industry, Supporting National Food Security (2024 Annual Report) . PT Pupuk Sriwidjaja Palembang. www.pusri.co.id

Pandi, A. (2020). The Influence of Marketing Mix on Urea Fertilizer Purchasing Decisions in Kemu Village, Pulau Beringin District, South Ogan Komering Ulu. Muhammadiyah Palembang Repository .

Agriculture, BP and M., & Agriculture, K. (2023). Application of Agricultural Modernization in South Sumatra .

Agriculture, DJP and SPK (2025). Development of Agricultural Infrastructure and Facilities Towards Advanced, Independent, and Modern Agriculture . Agro Indo Mandiri (AIM Press).

Agriculture, PP and MPPBP and M. (2025). Assembly and Modernization .

Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance . Free Press.

Porter, M.E., & Heppelmann, J. . (2023). How Smart, Connected Products are Transforming Competition. Harvard Business Review , 101 (2), 44–62.

Porter, Michael E. (2023). Competitive Advantage: Creating and Sustaining Superior Performance . Free Press.

Priantika, M., & Elpanso, E. (2024). Promotion Strategy in Increasing Sales of Superior Products “NPK PUSRI” at PT Pupuk Sriwidjaja Palembang. Innovation and Creativity in Economics , 7 (1), 53–60.

Putra, RY, Fariadi, H., & Nurmalia, A. (2024). Decision of Rice Farmers in Purchasing Score Brand Pesticides Reviewed from Perceptions of PT Syngenta's Marketing Mix in Suka Negeri Village, Air Nipis District, South Bengkulu Regency. Agribis Journal , 17 (1), 2314–2324.

Putri, FN (2022). The Influence of Price, Promotion, and Product Quality on Distributor Repurchase Interest in Phonska Plus Fertilizer of PT Petrokimia Gresik. National Management Seminar and Call for Papers (SENIMA 9) , Senima 9 , 219–228.

Rafif, R., & Wibowo, H. (2022). Liquid Organic Fertilizer Marketing Strategy at PT. Bio Transformasi Indonesia. Repository of Syarif Hidayatullah State Islamic University .

Rahmawati, F., & Noviani, S. (2023). The Effect of Product Innovation on Marketing Performance of SMEs in the Pandemic Era. Indonesian Journal of Management , 23 (1), 44–55.

Rahmayanti, PLD, Suartina, IW, Yasa, NNK, & Tirtayani, IG . (2024). The Role of Digital Marketing Strategy Mediates the Influence of Digital Orientation on Sustainable Business Performance. International Journal of Economic Literature2 , 5 (2).

Rahmayanti, Putu Laksmita Dewi, Suartina, IW, Yasa, NNK, & Tirtayani, IGA (2024). The Role of Digital Marketing Strategy Mediates the Influence of Digital Orientation on Sustainable Business Performance. International Journal of Economic Literature , 15 (2).

Raka, M. (2020). The Influence of Product Variants and Brand Equity on Fertilizer Product Purchasing Decisions at Pusri Mart Palembang. Tridinanti University Repository .

Reiza, PA (2025). Long Rainy Season, 73% of South Sumatra's Swampy Rice Fields Will Be Disturbed. Detik Sumbagsel .

Revitasari, N., Apriyanti, & Fauzi, RUA (2022). The Effect of Market Orientation and Product Innovation on Marketing Performance with Competitive Advantage as an Intervening Variable (A Study on MSMEs in Madiun City). 4th Business Management and Accounting Innovation Seminar (SIMBA) , 4 (September), 1–22. http://prosiding.unipma.ac.id/index.php/SIMBA/article/view/3249

Rizkirinitha, TD, & Kadi, DCA (2023). The Influence of Viral Marketing and Customer Trust on Compost Fertilizer Purchasing Decisions with Purchase Intention as an Intervening Variable. SIMBA: Business Management and Accounting Innovation Seminar 6 , September .

Rizky Pratama, D., & Ali, H. (2024). The Influence of Marketing Strategy, Product Quality, and Service Quality on Company Competitive Advantage. Cyber Journal of Transportation and Logistics , 2 (1), 1–10. https://creativecommons.org/licenses/by/4.0/

Saputri, A., Yusiana, E., & Manu, IK (2025). The Influence of Marketing Mix on Organic Fertilizer Purchasing Decisions at CV Tani Sejahtera Utama . 6 (1), 82–96.

Sari, ND, & Widodo, A. (2024). Product Innovation and Competitive Advantage in the Digital Era: Evidence from Indonesian SMEs. Airlangga Journal of Innovation Management , 3 (1), 45–58.

Sarwono, J. (2015). Making Theses, Dissertations and Theses with Partial Least Square SEM (PLS SEM) . Andi Offset.

Schiffman, L. ., & Wisenblit, J. (2023). Consumer Behavior (13th ed). Pearson.

Sekaran, U., & Bougie, R. (2016). Research Methods for Business (Seventh ed). Wiley.

South, BPSS (2025). The rice harvest area in 2025 is estimated at around 635.48 thousand hectares with rice production in the form of dry milled grain (GKG) estimated at 3.59 million tons of GKG .

Setiawan, A., Dolorasa, E., & Fitrianti, W. (2022). Marketing Strategy for Commercial Urea Fertilizer of PT. XYZ West Kalimantan Region. Agribest Journal , 6 (2), 76–87.

Setiawan, EN, & Ahmadi, EA (2022). The Influence of Marketing Mix on Fertilizer Purchasing Decisions at UD. Linda Jaya Gresik. Medan Scientific Journal of Management and Accounting (JUMANSI) 2 , 4 (2), 102–110.

Sinamora, R. (2021). The Influence of Brand and Product Quality on Fertilizer Purchasing Decisions at PT Galatta Lestarindo Medan. Smart Scientific Journal , V (1), 90–101.

Sugiyono. (2019). Quantitative and Qualitative Research Methodology and R&D . ALFABETA.

Suluh Islam, D. (2020). The influence of price, promotion, and product quality on purchasing decisions for amine liquid fertilizer in Mojokerto . UIN Sunan Ampel.

Tidd, J., & Bessant, J. (2023). Managing Innovation: Integrating Technology (8th ed). Wiley.

Tjiptono, F. (2023). Marketing Strategy (5th Edition). Andi Offset.

Wijaya, IGN ., & Sugianitri, NNA . (2024). The Influence of Marketing Strategy on Marketing Performance from a Management Perspective in the Disruption Era. Binus Business Review , 15 (1).

Yadav, R., & Pathak, G. . (2022). Determinants of Consumer Green Purchase Behavior Using the Theory of Planned Behavior: A Metaanalysis. Journal of Cleaner Production , 340 (130744).