Analisis Faktor-faktor yang Mempengaruhi Keputusan Pembelian Konsumen dalam Pembelian Buah Segar di Tingkat Pedagang Ritel

Nurnadhifah, Siti and Prof. Dr. Ir. Endah Rahayu Lestari, MS and Andan Linggar Rucitra, STP, MP (2024) Analisis Faktor-faktor yang Mempengaruhi Keputusan Pembelian Konsumen dalam Pembelian Buah Segar di Tingkat Pedagang Ritel. Sarjana thesis, Universitas Brawijaya.

Abstract

Kesadaran masyarakat mengenai pola hidup sehat meningkatkan konsumsi, permintaan buah-buahan segar dan mendorong pertumbuhan ritel di Kota Malang. Pertumbuhan ritel termasuk toko ritel khusus buah dipinggir jalan, memudahkan konsumen dalam mendapatkan buah yang bervariasi dan berkualitas. Berbagai faktor seperti harga, kualitas produk, lokasi, dan fasilitas ritel menjadi pertimbangan konsumen dalam pembelian buah. Faktor-faktor ini tidak hanya mempengaruhi perilaku belanja konsumen tetapi juga mendorong melakukan mengambil keputusan pembelian. Selain itu, faktor konformitas juga memiliki pengaruh dalam meningkatkan minat beli konsumen, keputusan pembelian sering kali dipengaruhi oleh preferensi kelompok sosial. Dengan demikian, penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi keputusan pembelian buah segar di toko ritel buah. Penelitian dilaksanakan pada masyarakat Kota Malang dan pedagang ritel buah di Kota Malang. Teknik sampling yang digunakan adalah purposive sampling. Data dikumpulkan melalui penyebaran kuesioner yang dirancang dengan skala Likert, menghasilkan total 100 responden yang merupakan yang membeli buah di toko ritel yang berada di Kota Malang. Data yang terkumpul kemudian diolah menggunakan metode SEMPLS. Proses analisis data mencakup analisis deskriptif yang dilakukan dengan bantuan software SPSS serta analisis inferensial yang menggunakan software SmartPLS. Hasil penelitian menunjukkan bahwa variabel fasilitas ritel, harga, kualitas buah dan lokasi ritel memiliki pengaruh positif dan signifikan terhadap minat beli konsumen. Minat beli juga terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, variabel konformitas berpengaruh positif dan signifikan dalam memoderasi hubungan antara minat beli dan keputusan pembelian.

English Abstract

Along with the increasing public awareness about healthy lifestyles, the demand for fresh fruits in big cities including Malang City has increased, although there are fluctuations in consumption. Various factors such as price, product quality, location, and retail facilities are the main considerations for consumers in buying fruit. The growth of retail, including roadside fruit specialty retail stores, makes it easier for consumers to get a variety and quality of fruits. In addition, social conformity also plays a role in purchasing interests and decisions. These factors not only influence consumer shopping behavior but also drive lifestyle changes that prioritize convenience and efficiency in shopping. In addition, the conformity factor also has an influence in increasing consumer buying interest, where purchasing decisions are often influenced by social group preferences. Thus, this study aims to analyze the factors that influence purchasing decisions for fresh fruit in fruit retail stores. The research was conducted on the people of Malang City and fruit retailers in Malang City. The sampling technique used was purposive sampling. Data were collected through the distribution of questionnaires designed on a Likert scale, resulting in a total of 100 respondents who bought fruit at retail stores in Malang City. The collected data were then processed using the SEM-PLS method. The data analysis process includes descriptive analysis conducted with the help of SPSS software as well as inferential analysis using SmartPLS software. The results showed that the variables of retail facilities, price, fruit quality and retail location have a positive and significant influence on consumer buying interest. Purchase interest is also proven to have a positive and significant effect on purchasing decisions. In addition, the conformity variable has a positive and significant effect in moderating the relationship between purchase intention and purchase decision

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