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Universitas Tanjungpura
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Journal : JURNAL SAINS PEMASARAN INDONESIA

 1 
Faktor- Faktor yang Mempengaruhi Perilaku Konsumen terhadap Pembelian Buah-Buahan pada saat Pemberlakuan Pembatasan Kegiatan Masyarakat Darurat di Kota Pontianak Rindang, Kurnianto; Dolorosa, Eva; Maswadi, Maswadi
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 1 (2024): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i1.36-52

Abstract

Consumer behavior is behavior exhibited by people in terms of planning, buying and using economic goods and services. Fruit is a horticultural product that has bright prospects so that it can be developed as a source of economic growth in the agricultural sector.  The CoronaVIrus Disease 2019 (Covid-19) lpandemic lhas lchanged many things such as cleanliness, health and changing human consumption patterns. lSince the lCovid-19 lpandemic entered lIndonesia, the fruits consumption campaign has continued to be intensified. Pontianak City is a city that enforces Pemberlakuan Pembatasan Kegiatan Masyarakat (PPKM). Seeing this situation, it is necessary to further investigate how consumer behavior towards purchasing fruits during emergency PPKM. The ldata in lthis study was lsecondary ldata with 133 respondents netted by purposive lsampling lmethod. The lvariables in lthis lstudyl are Cultural, Social, Personal and Psychological. Based on lthe lresults of research using factor analysis, it lcan be concluded lthat the lfactors that influenced consumer behavior towards purchasing fruits during the Imposition of Emergency Restrictions on Community Activities (PPKM) in Pontianak City consisted of 4 factors namely 4 in 1, Psychological, Individual, and Reference and Family. The most dominant factor is the Universal Factor. The indicators included in this factor are Geographic Area, Role and Status, Occupation, Perception, and Confidence and Establishment. 
Co-Authors Adi Suyatno Adi Suyatno Adriyansyah, Muhammad Aisyiah, Nur Akbar, Wahris Tursadi Al-Ahmad, Qodrat Nasho Ihul Ibad Anaji, M Farhan Ani Muani Ani Muani Anita Suharyani ari krisnohadi Artono Artono, Artono Aswat, Jumaratul Ayu Rahmita Ayuni, Ayuni Daniel Daniel Dewi Kurniati Didik Didik Dwi Prasetiyo Dwi Prasetyo Dwi Raharjo Dwi Zulfita Enggli, Pradina Engki, Engki Erlinda Yurisinthae Eva Dolorosa Eva Dolorosa Febriansyah Febriansyah Gunardi Dwi Sulistyanto Hapzi Ali Hendi, Hendrikus Hiromitsu, Kuno Josua Parulian Hutajulu Juliyanto, Leo Jumbri, Jumbri Karina Karina Kartika, Anna Silviyana komariyati komariyati Kurniati, Dewi Kurniati Kusairi, Yudi Liguari, Boni Pasianus Liw, Sohibul Marcela, Sintia Mardian - Marisi Aritonang Marisi Aritonang Martha Sari Maulidi Maulidi Meita Puspa Dewi Mustaqim Mustaqim, Mustaqim Naffisa, Annisa Nelyanti, Oktavia Nerium, Rinda Sherin Ningsih, Febi Purwanti Novira Kusirini Novira Kusrini Nurliza Nurliza Oktavio Gunawan Pamela, Pamela Parulian Hutajulu, Josua Parulian, Joshua Petrus Apridilianus Prasetyo, Marcelino Andi Prawira, Erik Bayu Purhiza, Andreas Tedi Purwanto, Deden Putera, Geger Nusantara Rahimin - Rahimin Rakhmad Hidayat Ramadhan, Ayat Adi Putra Reynaldo Alka Pratama Rian, Fazliandri Agus Rindang, Kurnianto rini hazriani Rivaldo, Febrianto Rokhman Permadi Safitri Amanati Sahat Irawan Manik Shenny Oktoriana Shinwani Shinwani Simorangkir, Kevin Andre Sukoco, M Altaf Syarif sundi, sundi Syarif Muhammad Faqih Levi Ulfika, Ulfika Veronika, Carla Vina Yuniarti Wahyu Wahyu Wanti Fitrianti Wicaksono, Mochamad Setyo Winarti, Lili Winasih, Wahyu Rahma Yurisintae, Erlinda Yustanto, Erik