Analisis Keputusan Konsumen dalam Pembelian Rujak Buah Segar (Studi Kasus: Rujak Njedir Kota Batu)

Abstract

Indonesia is a tropical country and the eighth largest fruit producer in the world with a total production of 24.9 million tons per year. However, public interest in consuming fruit is very low with an average of 81.14 gr/capita/day from the minimum limit of 2150 gr/capita/day. The lack of public interest in consuming fruits provides a business opportunity to make processed fresh fruit, including fresh fruit salad at Rujak Njedir Batu City. This study aims to describe the consumer profile of fresh fruit salad buyers at Rujak Njedir and analyze the factors that influence consumer decision making to buy fresh fruit salad at Rujak Njedir. The research method used is quantitative descriptive method with Logistic Linear Regression approach. The data collection technique was carried out by surveying 70 respondents through distributing questionnaires. The sample in this study was taken using the accidental sampling method. The results of this study indicate that consumers at Rujak Njedir decide to buy fresh fruit salad because the packaging used is clean and as expected. Meanwhile, consumer assessment of place is low, because online consumers dominate, therefore place is not something that consumers need to consider to make their purchasing decisions.

Keywords: Fruit Salad, Purchase Decision, Logistic Regression Analysis