KEPUTUSAN KONSUMEN DALAM PEMBELIAN BUAH SEMANGKA DI UD.YASMIN KOTA MATARAM

LUSIANA ANDINI (Fakultas Pertanian dan Bisnis UNMAS Denpasar Kampus Mataram)
MADE SUMA WEDASTRA (Fakultas Pertanian dan Bisnis UNMAS Denpasar Kampus Mataram)
IDA AYU KETUT MARINI (Fakultas Pertanian dan Bisnis UNMAS Denpasar Kampus Mataram)
I DEWA GEDE SUARTHA (Fakultas Pertanian dan Bisnis UNMAS Denpasar Kampus Mataram)
BAGUS WIDHI DHARMA S (Fakultas Teknik UNMAS Denpasar Kampus Mataram)

GANEC SWARA
Vol 14, No 2 (2020): September 2020

This research is a descriptive study which aims to determine consumer decisions in purchasing watermelons at UD Yasmin Mataram City. This study used a sample of 50 people who were determined by incidental sampling. Data collection techniques are carried out by: observation and interview based on a list of questions that have been prepared in advance and documentation. The collected data were analyzed using descriptive analysisThe results showed that: the decisions that influence consumers to purchase watermelons at UD Yasmin Mataram City are: 50% of respondents strongly agree and 42% agree to product variables; 40% of respondents agreed and 44% strongly agreed because of the price variable; 52% of respondents agreed and 30% stated that they strongly agreed because of the variable of place and 44% of respondents agreed and 36% strongly agreed to buy watermelons at UD Yasmin because of the promotional variables. It is recommended that UD Yasmin keep product continuity and maintain product quality and maintain price stability