ANALISIS KEPUTUSAN KONSUMEN DALAM PEMBELIAN SAYUR SEGAR DI PASAR MODERN BUNULREJO KOTA MALANG

Maisyaroh Mutiara Sari, Lia Rohmatul Maula, Dina Kartika Sari

Abstract


Abstract

 

In 2022, vegetable consumption declined as concerns about Covid-19 diminished, leading to reduced attention to personal health among the public and influencing consumer purchasing decisions. The aim of this research is to analyze consumer behavior regarding the purchase of fresh at Pasar Modern Bunulrejo in Malang City. The study was conducted at Pasar Modern Bunulrejo in Malang City during the months of November to December 2023. The sampling technique employed was accidental sampling, with a total of 100 respondents included in the study. This research utilized a quantitative descriptive approach. Data analysis methods included the Fishbein multi-attribute analysis. The findings indicate that consumer behavior towards the purchase of fresh vegetables at Pasar Modern Bunulrejo in Malang City is characterized by the highest level of consumer trust in the cleanliness attribute of vegetables. The evaluation of the importance level by consumers regarding the freshness of vegetables is also the highest.

Keyword: Fresh vegetables, Modern Market, consumer behavior

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References


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