Ramadhan, Yoga (2022) Pengaruh Perilaku Konsumen Terhadap Keputusan Pembelian Buah Apel Impor Di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The high demand for apples is not supported by good local apple growth. Finally, local apples are now increasingly difficult to find in the market. On the other hand, imported apples are now flooding the market, not only in big malls and shopping centers, but also in traditional markets. The purpose of this research is to describe the characteristics of consumers who buy imported apples and the attributes of imported apples in the city of Surabaya, as well as to describe the impact of consumer behavior on purchasing decisions of imported apples in Surabaya. The research location was deliberately determined in the city of Surabaya. The research method uses descriptive analysis and multiple linear regression test. The results of the research prove that the majority of imported apple consumers in Surabaya are women, aged 20-35 years, private workers, earning Rp. 2,600,000 – Rp. 5,000,000, 2 family dependents, with an expenditure level of Rp. 500,000 – Rp. 2,500,000. Consumer purchasing decisions are most influenced by taste attributes, followed by attributes of fruit size, packaging, color and price. Partially, consumer behavior before buying, when buying, and after buying has a significant positive impact on consumer purchasing decisions. Meanwhile, the behavior of consumers before buying, when buying, and after buying together has a significant impact on consumer purchasing decisions. The variable that has a dominant influence on consumer purchasing decisions is consumer behavior before buying, this is obtained from the regression coefficient value of 0.969..
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Yoga Ramadhan | ||||||||||||
| Date Deposited: | 15 Feb 2022 01:42 | ||||||||||||
| Last Modified: | 15 Feb 2022 01:42 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/5255 |
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