FAKTOR-FAKTOR YANG BERPENGARUH TERHADAP KEPUTUSAN PEMBELIAN BERAS IR 64 DI PASAR TRADISIONAL (Studi Pada Pasar Tradisional Bekonang Sukoharjo)

Abstract

In this study, the author has the aim to determine the effect of gender, age, income, product quality, price, and location on the purchase decision of IR 64 rice in the Bekonang traditional market, Sukoharjo Regency, either partially or simultaneously. The hypothesis in this study is: It is suspected that gender, age, income, product quality, price, and location have an effect on the purchase decision of IR 64 rice in the Bekonang traditional market, Sukoharjo Regency, either partially or simultaneously. The data needed in this study are primary data obtained by a questionnaire method from a sample of 100 respondents. The data analysis used in this research is multiple linear regression test, t test, F test and determination coefficient test. The results of data analysis in this study can be concluded that gender, age, income do not have a significant effect on the decision to buy rice IR 64 in the Bekonang traditional market, Sukoharjo Regency, while the product quality, price, and location have a significant effect on the decision to buy rice IR 64 in traditional markets, Bekonang Sukoharjo Regency. Therefore, gender, age, income, product quality, price, and location have a significant effect on the decision to purchase IR 64 rice in the Bekonang traditional market, Sukoharjo Regency simultaneously.