Komparasi Harga, Kualitas dan Promosi terhadap Keputusan Pembelian Buah Impor di Pasar Tradisional dan Pasar Modern (Studi Kasus : Pasar Induk Lau Cih dan Cemara Asri Pasar Buah)

Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang berpengaruh terhadap keputusan konsumen dan menganalisis perbedan antara harga, kualitas, dan promosi dalam membeli buah impor di pasar tradisional dan modern. Sampel dalam penelitian ini berjumlah 30 sampel di pasar tradisional dan di pasar modern berjumlah 30 sampel. Mengguna kan metode Purposive Sampling (sengaja). Metode pengumpulan data menggunakan kuisioner. Metode analisis data yang digunakan adalah analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa (1) variabel harga dan variabel kualitas berpengaruh signifikan terhadap pembelian buah impor di pasar tradisional. (2) Variabel harga berpengaruh signifikan terhadap pembelian buah impor di pasar modern. (3) berdasarkan hasil uji beda terdapat perbedaan seluruh variabel harga(X1), kualitas(X2), dan promosi(X3) serta keputusan konsumen(Y) pada pembelian buah impor di pasar tradisional dan pasar modern. This study aims to analyze the factors that influence consumer decisions and analyze the differences between price, quality, and promotion in purchasing imported fruit in traditional and modern markets. The sample in this study amounted to 30 samples in traditional markets and 30 samples in modern markets. Using the Purposive Sampling method (intentionally). The data collection method used a questionnaire. The data analysis method used was multiple linear regression analysis. The results of the study showed that (1) price variables and quality variables had a significant effect on the purchase of imported fruit in traditional markets. (2) Price variables had a significant effect on the purchase of imported fruit in modern markets. (3) based on the results of the different tests there were differences in all price variables (X1), quality (X2), and promotion (X3) as well as consumer decisions (Y) in purchasing imported fruit in traditional markets and modern markets.