FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN SAYURAN ORGANIK DI KOTA MALANG

Dewi Arifi Yanti, Zainul Arifin, Lia Rohmatul Maula

Abstract


Abstract

The purpose of this study was to determine the factors that influence the decision to purchase organic vegetables at Super Indo Tlogomas, Ranch Market, and Lai-lai Market in Malang City. The research location was in Malang City, specifically at supermarkets that sell organic vegetables, including Super Indo Tlogomas, Ranch Market, and Lai-lai Market. The sampling technique used in this study was purposive sampling, namely sampling by interviewing respondents who met the sample needs in the study, namely visitors who purchased organic vegetables. The study was conducted using a quantitative approach to analyze the factors that influence purchasing decisions using logistic regression analysis. Based on the tabulation results, the factors that positively influence the decision to purchase organic vegetables in Malang City are age (X1), cultural factors (X5), psychological factors (X8), product (X9), and location (X11). Factors that negatively influence the decision to purchase organic vegetables in Malang City are education variables (X2), number of family dependents (X4), social factors (X6), and promotion (X12). Meanwhile, factors that do not influence the decision to purchase organic vegetables in Malang City are income (X3), personal factors (X7), and price (X10).

 

Keywords: Purchasing Decision, Organic Vegetables, Logistic Regression Analysis

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References


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