FAKTOR – FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN DALAM PEMBELIAN TAHU TAKWA DI KAMPUNG TAHU TINALAN KOTA KEDIRI

Elmera Aksa Kusuma Bernika, Dwi Susilowati, Bambang Siswadi

Abstract


Abstract

Tahu takwa is a type of tofu typical of the city of Kediri, East Java. Tahu takwa can provide more health benefits because the turmeric content also provides antioxidant benefits which help fight free radicals in the body and prevent cell damage. The aim of this research is to determine the factors that influence consumer decisions in purchasing tahu takwa in the Tinalan tofu village, Kediri City. This research was conducted in May-July 2024, located in Tahu Tinalan Village, Kediri City. This type of research uses a quantitative research approach. The sampling method used the Accidental Sampling method of 100 respondents. Analysis of the data used in this research is a logit analysis. From the results of the logit analysis, there are 4 variables that have a real influence on purchasing decisions, namely age (X1), taste (X3), price (X5), and promotion (X6), while those that have no real influence are gender (X1) and location (X4 ).

Keyword: Tahu Takwa, Purchasing Decisions

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References


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