Analisis Perilaku Konsumen terhadap Keputusan Pembelian Buah-Buahan di Moena Fresh Bali

Abstract

The Analysis of Consumers’ Behavior Against The Decision on PurchasingFruits in Moena Fresh
 This research aimed to (1) analyze the process of decision making in purchasing freshfruits in Moena Fresh, (2) analyze the factors which influence the consumers indeciding to purchase fruits in Moena Fresh. The data analysis method that wereused were descriptive analysis to find out the process of decision making inpurchasing the fruits and factor analysis to analyze the factors which influenced theconsumers in deciding to purchase the fruits in Moena Fresh.The results showed some of the steps that consumer passing through beforepurchasing, those were the recognition of needs, search of information, evaluation ofalternatives, purchase, and post-purchase. Factors that influenced the consumers indeciding the purchasing of fresh fruits in Moena Fresh include external factor andinternal factor. External factor that is environment factor that involves variable offreshness of the fruits, fruit hygiene, packaging, price of fruits, cleanliness of therack, service of the store employees, store temperature, and the aroma of the store.Internal factor that is psychological factor that involves variable of the types of thefruits; and also individual differences factor consists of the income of the consumers.Suggestions that can be given that Moena Fresh pay attention to the availality of fruiton order to avoid a product void and consider other factors such as, advertising andsituation of consumer psychology.

Effect of Marketing Mix on Consumer Purchase Decisions to Buy Cavendish Banana at Modern Markets in Semarang

“…The validity test can be seen through the value of Corrected Item-Total Correlation. If the value of rcount > rtable, the data can be said to be valid (Padmi et al, 2017).…”

Faktor-faktor yang Mempengaruhi Masyarakat dalam Mengonsumsi Produk Rempah (Jamu) pasca Pandemi

“…Variabel waktu (x9) berpengaruh positif dan signifikan terhadap keputusan mengonsumsi jamu, dengan alasan masyarakat lebih sering mengonsumsi pada masa pandemi untuk menjaga dan meningkatkan imunitas tubuh (Mizfar & Sinaga, 2015). Variabel aroma (x12) dan tekstur (x13) berpengaruh signifikan dikarenakan masyarakat yang mengonsumsi produk tersebut memperhatikan aroma produk rempah dan melihat dari sisi khasiat produk tersebut sangat dibutuhkan oleh tubuh (Harsita & Amam, 2019;Padmi et al, 2017). Variabel harga (x14) berpengaruh positif dan signifikan terhadap keputusan konsumsi jamu karena masyarakat yang mengonsumsinya bersedia membeli dengan harga yang telah ditentukan dan melihat dari sisi khasiat produk yang dibutuhkan oleh tubuh (Dharma et al, 2021).…”