CD Skripsi

Analisis Faktor-Faktor Yang Memengaruhi Konsumen Dalam Pengambilan Keputusan Pembelian Buah Di Pasar Buah 88 Di Kecamatan Senapelan Kota Pekanbaru

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ABSTRACT
This study aims to analyze the factors that influence consumer decisions in
purchasing fruit at Pasar Buah 88 and to identify the dominant factors that have an
influence. The background of this study is based on the fact that Pasar Buah 88
has experienced a lot of competition to date, such as competition with various
traditional markets in the surrounding area from time to time. Pasar Buah 88,
which continues to be in demand and visited by buyers, has its own appeal. This
condition encouraged the author to conduct further research on the factors that
influence consumers in their decision to purchase fruit at this market. The
research was conducted at Pasar Buah 88, located on Riau Street, Kampung Baru
village, Senapelan Sub District, Pekanbaru City. This study used a quantitative
approach with chi-square analysis based on primary data obtained from
respondents at Pasar Buah 88. The results showed that in terms of cultural factors,
the indicator of fruit purchasing habits had a significant effect on purchasing
decisions. In terms of social factors, the indicators of number of family
dependents, amount of fruit purchased, place of fruit purchase, and family
members' tastes had a significant effect. In terms of personal factors, the
indicators of occupation, choice of shopping location, and income were found to
influence purchasing decisions. Meanwhile, in terms of psychological factors, the
indicators of the motive for choosing a shopping location, purchasing
considerations, and comfort in shopping also had a significant influence. The
findings of this study confirm that social and psychological factors are dominant
factors in consumer decisions to purchase fruit at Pasar Buah 88.
Keywords: consumer, purchasing decision, chi-square

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2106112962

Penerbit

Pekanbaru : Universitas Riau – F.PERTANIAN – AGRIBISNIS., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2106112962

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

AGRIBISNIS

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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