Analisis Faktor Sosial yang Mempengaruhi Perilaku Konsumen Buah Naga (Hylocereus polyrhizus) di Pasar Tradisional Kabupaten Deli Serdang (Studi Kasus : Pasar Raya Medan Metropolitan Trade Center (MMTC) Kecamatan Percut Sei Tuan)

Abstract

The purpose of the research was to analyze the proces in purchasing of dragon fruit and to find out what social factors influence cosumer behaviour in comsuming dragon fruit. The Research methods used was descriptive analysis method and multiple linear regression analysis method. The results show that thedragon fruit purchasing decision process starts from the first reason consumers to consume is the fruit looks refreshing, the main benefit is as a body health. consumers obtain information about dragon fruit from the family, initial considerations and indicators of fruit quality, namely product appearance, consumers tend to make planned purchases, consumers say they are satisfied with dragon fruit but if there is an increase in consumer prices will reduce the number of purchases. age factor, formal education factor, number of family dependents, and perception factors simultaneously have a significant effect on consumer behavior in dragon fruit purchasing decisions