Image of Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Sayuran Hidroponik Di Pasar Modern Kota Pekanbaru (Studi Kasus Hypermart Kota Pekanbaru)
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Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Sayuran Hidroponik Di Pasar Modern Kota Pekanbaru (Studi Kasus Hypermart Kota Pekanbaru)

ABSTRACT


Purchasing decisions made by consumers cannot be separated from the factors that influence and motivate consumers to make purchases. Research on consumer behavior in purchasing hydroponic vegetable products is important for marketing and product development. This research aims to determine consumer characteristics, analyze the influence of product, price, promotion, location and service quality factors on purchasing decisions at Hypermart Pekanbaru City. This research was conducted at Hypermart Mall SKA and Hypermart Mall Ciputra, Pekanbaru City. In this research, the population is consumers who have purchased hydroponic vegetable products at Hypermart, Pekanbaru City. The sampling technique in this research used the Purposive Sampling technique. The data used consists of secondary data obtained from BPS and primary data which includes consumer characteristics, an assessment of the factors that influence purchasing decisions for hydroponic vegetable products. The results of the research show that the characteristics of consumers of hydroponic vegetable products are as follows: in the age category most respondents are in the 41-60 year range. For consumers of hydroponic vegetable products, the highest level of education is in the Bachelor category. Product, price, promotion, location and service quality factors have a significant influence on purchasing decisions for hydroponic vegetable products at Hypermart, Pekanbaru City. The dominant factor that influences the decision to purchase hydroponic vegetables at Hypermart is service quality.

Keywords: Hydroponic vegetables, Marketing mix, Service quality, Purchasing Decisions, Pekanbaru City Hypermart

Ketersediaan
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Perpustakaan Universitas Riau 1906155207
1906155207
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
1906155207
Penerbit
Pekanbaru : Univeritas Riau - F. Pertanian - Agribisnis.,
Deskripsi Fisik
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Bahasa
Indonesia
ISBN/ISSN
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Klasifikasi
1906155207
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
AGRIBISNIS
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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