Analisis Sikap Konsumen terhadap Keputusan Pembelian Produk Sayuran Segar di Pasar Modern Kota Medan

Abstract

This research was motivated by a pandemic, sales of vegetables increased 3 times from before, because during a pandemic, many consumers chose a healthy lifestyle by consuming fresh vegetables. This means the market must always be supplied with fresh vegetables daily. The development of the market in Indonesia is getting wider along with the development of its economy. Modern markets are made of magnificent and permanent buildings, adequate facilities, comfortable, safe, and many discounts are offered. Modern markets are markets that are managed with modern management, generally found in urban areas, as providers of goods and services with good quality and service to consumers. This study aims to analyze the factors that influence consumer attitudes in buying fresh vegetables in Medan City Modern Market, analyze consumer attitudes in buying fresh vegetables based on fresh vegetable attributes and market attributes in Medan City Modern Market, analyze consumer decision-making processes in buying fresh vegetables based on fresh vegetable attributes and market attributes in Medan City Modern Market. The data used are primary data and secondary data. Data analysis used is Multiple Linear Regression, Fishbein, and Descriptive analysis. The results of the study show that purchasing decisions, attributes of vegetables and modern markets, the process of returning fresh vegetables to Medan are in a good category to be marketed in Medan