Analisis Pengaruh Perilaku Konsumen terhadap Keputusan Pembelian Sayur Organik di Pasar Simpang Limun Kota Medan

Abstract

Purchasing decisions is one of the actions undertaken consumers to memebeli a pruduk. Consumer decision is unbelievably influential in earnings or sales and the achievement of the ultimate goal of the company. Therefore prusahaan must know what factors affect consumers in the decision to buy the product. Formulation of the problem in this research is: What are the factors purchasing decisions consisting of budanya, social, personal and pisikologis influencing consumer decision in purchasing organic vegetables in Medan Pasar Simpang Lemonade and what factors are more influential in making purchasing decisions.The pur poseof thi sresearch is: The purpose of this study was to analyze the influence of factors budanya, social, personal and pisikologis influence the purchase decisions of vegetables in Medan Pasar Simpang Lemonade and Knowing what factors are more influential in making purchasing decisions. This research forms used in this research is a form of descriptive research with a qualitative approach. Methods of data collection using kuesoner, study and documentation decision. Researchers take a sample of 100 respondents. Using a formula that is: test. Validity, relibilita test, test. Multiple analysis, t-test and testf, R-square and hypothesis testing. The results showed bahwasannaya independent variable factor of cultural, social, personal, pisikologis, has pengaruhtrhadap the dependent variable purchase decision. That is unbelievably influential factor in the decision is a personal factor with a value of 0.005 (0.490> 0.05) whereas pisikologi factor with a value of 0.005 (0.750> 0.005). This proves that the personal and pisikologis influential factor greater than cultural factors and social factors in decision making organic vegetables at the market intersection lemonade cityfield.