FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN DALAM PEMBELIAN PRODUK KERIPIK SAYUR LOKAL DI CV. AGRONUSA MUSHROOM BATU

Abstract

Abstract

The aim of the research is to determine the factors that influence consumers in purchasing local vegetable chips products at CV. Agronusa Mushroom Stone. The location of the research was carried out at CV. Agronusa Mushroom in Batu City. The sampling technique used in this research is accidental sampling, namely using respondents who were met by chance and were not planned beforehand. The research was carried out using a quantitative descriptive approach while the analytical method used was the logistic regression analysis method. Based on the tabulation results, visitors to CV. Agronusa Mushroom is dominated by men aged

< 25 years with a high school education, various jobs and an income of IDR 1,500,000 – IDR 3,500,000 a month. Based on the results of multiple linear regression tests using SPSS version 21, it is known that factors have a significant influence on purchasing decisions for CV vegetable chips products. Agronusa Mushroom is a variable for taste (X1), color (X2), price (X4), and taste (X5). Meanwhile, the variable that has no influence on people's consumption decisions is the texture variable (X3).

Keywords: Purchase Decisions, Consumers, Vegetable Chips, Logistic Regression