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All Journal JURNAL SAINS PEMASARAN INDONESIA Jurnal Pertanian Agros
Rindang, Kurnianto
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Agriculture, Biological Sciences & Forestry Education

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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. 
PERILAKU KONSUMEN TERHADAP PEMBELIAN BUAH-BUAHAN PADA SAAT PEMBERLAKUAN PEMBATASAN KEGIATAN MASYARAKAT DARURAT DI KOTA PONTIANAK Rindang, Kurnianto; Dolorosa, Eva; Maswadi, Maswadi
Agros Journal of Agriculture Science Vol 26, No 4 (2024): Edisi Oktober
Publisher : Fakultas Pertanian, Universitas Janabadra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37159/jpa.v26i4.4820

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) pandemic has changed many things such as cleanliness, health and changing human consumption patterns. Since the Covid-19 pandemic entered Indonesia, 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 data in this study was secondary data with 133 respondents netted by purposive sampling method. The variables in this study are Cultural, Social, Personal and Psychological. Based on the results of research using factor analysis, it can be concluded that the factors that influence consumer behavior towards purchasing fruits during PPKM in Pontianak City consist of 3 factors, namely Social, Personal, and Psychological. There is 1 factor that is less influential, namely the Cultural factor. The most dominant factor is the psychological factor with indicators included Motivation, Perception, and Belief and Stance.
Co-Authors Eva Dolorosa Maswadi -