Analisis Pengaruh Persepsi Kenaikan Harga Pangan terhadap Perilaku Konsumen dalam Keputusan Pembelian Pangan di Kota Binjai

Abstract

This study is entitled "Analysis of the Effect of Perceptions of Food Price Increases on Food Purchasing Decisions in Binjai City with Consumer Behavior in the aspects of Purchasing Power, Price Considerations, and Product Quality as Intervening Variables. The purpose of this study was to determine and analyze how much influence food price perceptions have on food purchasing decisions directly or indirectly through purchasing power, price considerations, and product quality on consumers in Binjai City. This research uses quantitative methods with accidental sampling techniques and the number of respondents is 100 people. The data analysis method used is path analysis with the help of SPSS 30. The results showed that directly, the perception of food prices had a significant effect on food purchasing decisions with a magnitude of 30.2%. Indirectly, the effect of perceived food prices on food purchasing decisions through purchasing power is 9.24%, through price comparison is 7.62%, and through product quality is 11.37%. From the Sobel test results, the indirectly significant path is only through purchasing power, while through price consideration and product quality is not significant. This shows that despite price increases, consumers continue to purchase food because food is a basic need that is inelastic. However, consumer purchasing power remains an important factor mediating purchasing decisions.