Rahmah Sari, Indi (2024) FAKTOR – FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN MINYAK GORENG CURAH DI PASAR INDUK RAU KOTA SERANG. S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
The aim of this research is to identify the characteristics of bulk cooking oil consumers, determine the influence of social factors, personal factors and psychological factors on the decision to purchase bulk cooking oil at the Rau Main Market, Serang City and determine the factors that influence the decision to purchase bulk cooking oil at the Rau Main Market, Serang City. This type of research is quantitative research with a descriptive approach. All variables are measured using a Likert scale. The number of samples in this study was 40 respondents using incidental sampling techniques. The instrument test analysis method in this research is validity and reliability testing, classical assumption testing and the data analysis tool used is multiple regression testing using the SPSS (Statistical Package for Social Science) software program. Based on the research results, it was found that (1) the characteristics of bulk cooking oil consumers at the Rau Main Market were dominated by female respondents, age group 36 - 45 years, number of dependents 3 - 4 people, type of work entrepreneur, education level dominated by school upper middle, income level is dominated by IDR. 1.000.000 – IDR. 2.000.000, respondents bought bulk cooking oil for their own consumption, respondents used bulk cooking oil for cooking more than 5 times in one week, and consumers used more than 3 liters of bulk cooking oil in one month. (2) Based on the results of the T test (partial), the social factor variable has no partial influence on the decision to purchase bulk cooking oil at the Rau Main Market, whereas the personal factors and psychological factors have a partial influence on the decision to purchase bulk cooking oil at the Rau Main Market, Serang City. The results of the F test (simultaneous) show social factors, personal factors and factors Psychology has a joint influence on the decision to purchase bulk cooking oil at the Main Rau market in Serang City. (3) The personal factors that have the most influence on the decision to purchase bulk cooking oil at the Rau Main Market with a coefficient value of 0.643.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tujuan dari penelitian ini adalah untuk mengetahui karakteristik konsumen minyak goreng curah, mengetahui pengaruh faktor sosial, faktor personal dan faktor psikologis terhadap keputusan pembelian minyak goreng curah di Pasar Induk Rau Kota Serang dan mengetahui faktor-faktor yang mempengaruhi. keputusan pembelian minyak goreng curah di Pasar Induk Rau Kota Serang. Jenis penelitian ini adalah penelitian kuantitatif dengan pendekatan deskriptif. Seluruh variabel diukur menggunakan skala likert. Jumlah sampel dalam penelitian ini adalah 40 responden dengan menggunakan teknik sampling insidental. Metode analisis uji instrumen dalam penelitian ini adalah uji validitas dan reliabilitas, uji asumsi klasik dan alat analisis data yang digunakan adalah pengujian regresi berganda dengan menggunakan program software SPSS (Statistical Package for Social Science). Berdasarkan hasil penelitian diketahui bahwa (1) karakteristik konsumen minyak goreng curah di Pasar Induk Rau didominasi oleh responden berjenis kelamin perempuan, kelompok umur 36 – 45 tahun, jumlah tanggungan 3 – 4 orang, jenis pekerjaan wirausaha. , tingkat pendidikan didominasi sekolah menengah atas, tingkat pendapatan didominasi Rp. 1.000.000 – Rp. 2.000.000, responden membeli minyak goreng curah untuk dikonsumsi sendiri, responden menggunakan minyak goreng curah untuk memasak lebih dari 5 kali dalam satu minggu, dan konsumen menggunakan minyak goreng curah lebih dari 3 liter dalam satu bulan. (2) Berdasarkan hasil uji T (parsial) variabel faktor sosial tidak mempunyai pengaruh secara parsial terhadap keputusan pembelian minyak goreng curah di Pasar Induk Rau, sedangkan faktor pribadi dan faktor psikologis mempunyai pengaruh secara parsial terhadap keputusan pembelian minyak goreng curah di Pasar Induk Rau. keputusan pembelian minyak goreng curah di Pasar Induk Rau Kota Serang. Hasil uji F (simultan) menunjukkan faktor sosial, faktor pribadi dan faktor Psikologi mempunyai pengaruh secara bersama-sama terhadap keputusan pembelian minyak goreng curah di pasar Rau Utama Kota Serang. (3) Faktor pribadi yang mempunyai pengaruh paling besar terhadap keputusan pembelian minyak goreng curah di Pasar Induk Rau dengan nilai koefisien sebesar 0,643 | |||||||||
| Uncontrolled Keywords: | Bulk Cooking Oil, Personal Factors, Psychological Factors, Purchasing Decisions, Social Factors. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Indi Rahmah Sari | |||||||||
| Date Deposited: | 16 Jul 2024 10:15 | |||||||||
| Last Modified: | 16 Jul 2024 10:15 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/38029 |
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