Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Beras di Pasar Jambu Dua Kota Bogor

Asrisah Nurindra
Doni Sahat Tua Manalu
Chintya Kenisah Gultom
Revian Alif Maulana
Rohimah Rohimah
Muhammad Rizky Firmansyah Hs Chandra Praja

Jurnal Ilmiah Nusantara
Vol. 1 No. 4 (2024): Jurnal Ilmiah Nusantara

Rice is a food commodity that is widely consumed by the Indonesian people. With the presence of branded and unbranded rice in the sale of rice on the market, it is necessary to study consumer behavior so that consumer needs for rice products are in line with expectations. The objectives of this study are; (1) Analyzing the factors that influence consumers in purchasing rice at Jambu Dua Market, (2) Analyzing the Factors that have a significant influence on rice purchases at Jambu Dua Market. The analysis method used is multiple linear regression. The results concluded that; (1) Factors such as age, income, price and distance have an influence on consumer behavior in purchasing rice at Jambu Dua Market in Bogor City, (2) Factors that have a significant influence on consumer behavior in purchasing rice at Jambu Dua Market in Bogor City are age and price.