Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Buah Jeruk Lokal di Super Indo Tlogomas dan Bendungan Sutami Kota Malang

Abstract

Abstract

According to the Central Statistics Agency (BPS), the production of siam oranges/tangerines in Indonesia reached 2.72 million tons in 2022. This number increased by 13.2% compared to the previous year of 2.4 million tons. The amount of citrus production in Indonesia is quite large and abundant, making it possible to meet consumer demand in the domestic market. This study aims to analyze the stages of the consumer decision-making process in buying local citrus fruits at Super Indo Tlogomas and Sutami Dam, Malang City. The research was conducted at Super Indo Tlogomas and Sutami Dam, Malang City. Primary data was obtained through direct observation and interviews using a questionnaire. The sample size was 100 respondents. The data analysis method used in this research is descriptive analysis at the decision-making process stage. Analysis of the stages of the consumer purchasing decision-making process is used to determine consumer behavior in buying local citrus fruits. The results showed that the stages in the decision-making process are (1) the stage of recognizing consumer needs, namely most consumers buy local citrus fruits because they have various sources of vitamin C which are good for immunity (2) information search, mostly from family; (3) evaluation of alternatives, most buy because of the good quality of local citrus fruits; (4) purchase decisions, most consumers have planned to buy; and (5) purchase decisions, most consumers have planned.

Keyword: Local Citrus Fruit, Purchase Decision, consumer behavior.