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Cory Kaswita
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Environmental Science

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ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN BUAH DI PASAR ARENGKA ( PASAR TRADISIONAL DAN GIANT HYPERMARKET (PASAR MODREN) DI KECAMATAN TAMPAN KOTA PEKANBARU Eliza '; Ery Sayamar; Cory Kaswita
Indonesian Journal of Agricultural Economics Vol 2, No 1 (2011)
Publisher : Fakultas Pertanian, Universitas Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31258/ijae.2.1.15-34

Abstract

This research was conducted in Arengka Market and Giant Hypermart Pekanbaru. Theobjective of this research is to analyze the influence of cultural, personal, social andpsychological factors on consumer decision in purchasing fruits and to identify thedominant factors in influencing consumer to buy fruits in the markets. Research wascarried out for 6 months, from August until December 2010. Cultural factors weremeasured from buying habits, social factors were measured from the number of familymember and frequency of purchasing fruit in the markets. Personal factors weremeasured from the selection of the shops place and location, income and expenditure onfruits. The research results show that cultural factors do not influence the consumerpurchasing decision, while social, personal, and psychological factors affect consumerdecision in purchasing fruits. Among these factors, personal and psychological factorsare dominant factors influencing the consumer purchasing decision.Key words: fruit, traditional market, modern market
Co-Authors Eliza ' Ery Sayamar