ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN PEMBELIAN KENTANG DI PASAR TRADISIONAL KOTA BOGOR

  • Veralianta Br Sebayang Sekolah Vokasi IPB University
  • Nabila Rahmania Az Zahra Sekolah Vokasi IPB University
  • Diyah Puspa Asih Atsilanti Sekolah Vokasi IPB University
  • Devi Pradipta Kartika Buana Sekolah Vokasi IPB University
  • Muhammad Faishol Jahiddudin Sekolah Vokasi IPB University
  • Abib Riyadi Sekolah Vokasi IPB University
  • Tasya Angelita Sekolah Vokasi IPB University

Abstract

Potatoes are an important food source, and understanding the factors that influence purchasing decisions in both traditional and modern markets is crucial for business owners to boost sales. This study aims to analyze the influence of price, distance, income, education, and occupation on consumer behavior in purchasing potatoes at Traditional Market, Bogor City. The research employs a quantitative approach using multiple linear regression analysis. The study was conducted from March to April 2024, with a sample of 86 respondents selected using the Slovin formula. The results indicate that price, distance, income, and occupation significantly influence consumer purchasing behavior, while education does not show a significant effect. The coefficient of determination (R square) obtained is 0.91512, indicating that approximately 91% of consumer purchasing behavior for potatoes can be explained by the variables studied. This research provides insights for market vendors in devising effective sales strategies based on the factors influencing consumer behavior.

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Published
2024-06-24
How to Cite
SEBAYANG, Veralianta Br et al. ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN PEMBELIAN KENTANG DI PASAR TRADISIONAL KOTA BOGOR. Jurnal Ekonomi dan Bisnis (EK dan BI), [S.l.], v. 7, n. 1, p. 20-28, june 2024. ISSN 2621-4695. Available at: <https://jurnal.murnisadar.ac.id/index.php/EKBI/article/view/1351>. Date accessed: 21 july 2024. doi: https://doi.org/10.37600/ekbi.v7i1.1351.
Section
Articles