HAMIDAH, GHINA HANA (2025) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN SAYURAN DI PASAR RAU. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Over the past five years, the participation rate of Indonesians in consuming vegetables has consistently increased. Banten Province, one of the provinces on the island of Java is also experiencing an increase in vegetable consumption, indicating that people are increasingly aware of the importance of balanced nutrition. However, Serang City, as the capital of Banten Province, is in the bottom two positions in terms of contributing to vegetable consumption. The purpose of this study is to 1) identify the characteristics of respondents who purchase vegetables at Rau Market and 2) analyze the factors that influence purchase decisions. This research uses a quantitative descriptive approach with multiple linear regression methods as the analysis. A total of 60 respondents were selected using the accidental sampling method, which is a sampling technique based on chance, where the researcher meets respondents who are considered in accordance with the research criteria and are willing to be interviewed. The measuring instrument used is a questionnaire with the use of a 1-5 Likert scale. The results showed that variable X (price, product quality, service quality, trust, lifestyle) simultaneously affected variable Y (purchase decisions). But partially, only variable X5 (lifestyle) has a partial effect, while the other variables show no effect on variable Y (purchase decisions).
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Selama lima tahun terakhir, tingkat partisipasi masyarakat Indonesia dalam mengonsumsi sayuran selalu meningkat. Provinsi Banten sebagai salah satu provinsi di Pulau Jawa juga mengalami peningkatan konsumsi sayuran, menunjukkan bahwa masyarakat semakin sadar akan pentingnya gizi dan nutrisi seimbang. Namun, Kota Serang sebagai ibu kota Provinsi Banten berada pada peringkat dua terbawah dalam hal kontribusi terhadap konsumsi sayuran. Tujuan penelitian ini adalah untuk 1) mengidentifikasi karakteristik responden yang melakukan pembelian sayuran di Pasar Rau, 2) menganalisis faktor-faktor yang mempengaruhi keputusan pembelian. Penelitian ini menggunakan pendekatan deskriptif kuantitatif dengan metode regresi linier berganda sebagai analisisnya. Sebanyak 60 responden dipilih dengan menggunakan metode accidental sampling, yaitu teknik pengambilan sampel berdasarkan kebetulan, dimana peneliti bertemu dengan responden yang dianggap sesuai dengan kriteria penelitian dan bersedia untuk diwawancarai. Alat ukur yang digunakan adalah kuesioner dengan penggunaan skala likert 1-5. Hasil penelitian menunjukkan bahwa variabel X (harga, kualitas produk, kualitas pelayanan, kepercayaan, gaya hidup) secara simultan berpengaruh terhadap variabel Y (keputusan pembelian). Namun secara parsial, hanya variabel X5 (gaya hidup) yang berpengaruh secara parsial, sedangkan variabel lainnya tidak menunjukkan pengaruh terhadap variabel Y (keputusan pembelian). | |||||||||
| Uncontrolled Keywords: | Vegetable, Consumption, Purchase Decision | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Ms Ghina Hana Hamidah | |||||||||
| Date Deposited: | 17 Oct 2025 06:27 | |||||||||
| Last Modified: | 17 Oct 2025 06:27 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/55364 |
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