ANALISIS PEMBELIAN BUAH IMPOR (Studi Kasus Di Fresh Fruid, Lowokwaru, Kota Malang)
Abstract
The growing flow of globalization and market liberalization has increased the availability of imported fruits, thereby not only broadening consumer access but also shaping more complex consumption preferences, which are determined by various factors influencing consumer purchasing behavior. This study aims to analyze the factors influencing consumers’ decisions to purchase imported fruit at Fresh Fruit, Lowokwaru, Malang City. Data were collected from 100 respondents through surveys and interviews conducted between May and July 2024. The analysis employed logistic regression using SPSS 30 to examine the relationship between several independent variables, including lifestyle, product appearance, benefits, price, income, age, family size, and education. The results indicate that income, price, and age significantly affect the likelihood of purchasing imported fruit. Meanwhile, lifestyle, product appearance, benefits, family size, and education act as supporting factors that strengthen consumer interest but are not the primary determinants. These findings suggest that economic capacity and demographic characteristics play a central role in shaping consumer preferences for imported fruit. This study confirms that consumer purchasing power supported by demographic factors is the main driver of imported fruit consumption. Therefore, marketers and retailers should prioritize pricing strategies and segmentation based on age and income to increase the market potential of imported fruits in Malang City.
Keywords: Purchase, Imported Fruit.
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Data Badan Pusat Statistik, 2022
Data Statistik Ekonomi Terkini, 2024
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