Pengaruh Harga Dan Kualitas Produk Terhadap Kegiatan Ekspor Ikan Hias Air Laut Di PT Indotama Putra Wahana, Bekasi, Jawa Barat

Abstract

For a live commodity like marine ornamental fish, export success hinges chiefly on two things: setting the right price and keeping product quality consistent, since such commodities call for special handling and precise pricing to stay competitive on the global market. This research set out to gauge how far price and product quality shape the export activity that PT Indotama Putra Wahana in Bekasi, West Java carries out. A quantitative method was applied, drawing on all 33 company employees as respondents through a saturated-sampling technique. Data came from observation, documentation, and a questionnaire, then were run through SPSS version 26. Findings show price exerting a positive, significant effect on export activity (t-value = 6.857 > t-table 2.042, sig. = 0.000), and product quality doing the same (t-value = 5.666 > t-table 2.042, sig. = 0.000). Tested jointly, the two variables still shape export activity positively and significantly (F-value = 45.992 > F-table 3.32, sig. = 0.000), together explaining 75.4% of its variation. The takeaway: staying price-competitive while keeping product quality consistent are the two most decisive levers behind successful exports of live commodities such as marine ornamental fish.