FAKTOR -FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN SAYURAN SEGAR DI PASAR MADYOPURO KOTA MALANG

Abstract

Vegetables have important roles in human being health; but vegetables are perishable, so people have to buy it at the nearest market as often as possible. Madyopuro Market is a traditional market, located in Kedungkandang District in Malang City. The aims of this study were to determine the consumer characteristics and to know the factors that influence consumer behaviour in buying fresh vegetables at Madyopuro Market. Sampling was carried out using Accidental Sampling Method with 92 respondents. Data collected by interviewing the respondents and analyzed descriptively and statistically. The results showed that the characteristics of consumers who bought fresh vegetables at Madyopuro Market majority are women, married, 19-30 years old, had bachelor’s degrees, with self-employed jobs and income of 2-4 million per month. The analysis result show that the fresh vegetables attributes that attracts consumers to buy fresh vegetables at Madyopuro Market are the freshness, the match between price and quality, the cleanliness, and the brightness of vegetables. Whereas the market attributes that attracts consumers are strategic location and cleanliness of the market, adequate parking facilities, friendliness of traders, rest room cleanliness, and the vegetables diversity in the market. Fresh vegetable attribute and market attributes variables simultaneously and partially have significant effect on consumer decision in buying fresh vegetables at Madyopuro Market.