ANALISIS KEPUTUSAN PEMBELIAN SAYURAN DI PASAR MODERN ORO-ORO DOWO KEC. KLOJEN KOTA MALANG

Abstract

Vegetables are agricultural products that have a fairly high economic value, become a source of income for farmers, and play an important role in improving nutrition and meeting human food needs. This study aims to analyze the factors that influence consumer decisions towards purchasing vegetables at Oro-Oro Dowo Market. This research was conducted at Oro-Oro Dowo Modern Market located on Jalan Guntur No. 20, Oro-Oro Dowo, kec. Klojen, Malang city. Data collection is carried out by observation, interviews, questionnaire distribution, and documentation. Sampling using accidental sampling technique with a total sample of 90 respondents. Approach This study uses a quantitative descriptive approach. With data analysis using logistic regression analysis techniques. The results of this study show that the factors that significantly influence consumers' decisions to shop for vegetables at Oro-Oro Dowo Market are location factors, product quality factors, market facilities, education factors, while lifestyle, price, income, and product availability factors do not affect the decision of vegetable shopping at OroOro Dowo Market.