CD Skripsi

Analisis Faktor-Faktor Yang Memengaruhi Pengambilan Keputusan Konsumen Dalam Pembelian Buah Di Specialty Store Pekanbaru

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ABSTRACT
The increasing number of specialty stores, especially fruit stores, has influenced the
increase in fruit consumption in the city of Pekanbaru. In addition, there are factors
and characteristics of respondents that influence consumer decision-making in the
process of purchasing fruit, especially at specialty stores. This study aims to: (1)
describe the characteristics of consumers who buy fruit at specialty stores in
Pekanbaru; (2) analyze the decision-making process in purchasing fruit at specialty
stores in Pekanbaru; (3) analyze the factors that influence consumer decisionmaking
in purchasing fruit at specialty stores. The study uses quantitative
descriptive analysis to examine consumer characteristics and the decision-making
process, as well as factor analysis to examine the factors that influence consumer
decision-making. Data analysis used SPSS to determine the factors that influence
consumer decision-making in purchasing fruit at specialty stores. The results show
that consumers who purchase fruit at specialty stores are predominantly female, in
the early adult age category (26-35 years old), working as housewives, with an
income of 3-5 million, and a purchase frequency of once a week. Furthermore, the
decision-making process carried out by consumers consists of five stages, namely
recognition of needs, information search, evaluation of alternatives, purchase
decision, and post-purchase. Furthermore, there are six factors that influence
consumer decision-making, namely psychological factors and consumer
experience, ease of access, store reputation and consumer trust, consumer
purchasing power, product and service quality, and purchase motivation.
Keyword: specialty store, decision making, factor analysis

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2106134453

Penerbit

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

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2106134453

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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