Analysis of Factors that Influence Purchasing Decision of Crystal Guava in Agro-Tourism Owned by UPTD Dinas Pertanian, Semarang City

Crystal guava is one type fruit that has a business opportunity. The intense competition makes the company needs to know factor that influence purchasing decision for crystal guava, so it can be one considering developing products and the company was able to reach wider market. This research was conducted to analyze the purchasing decision process and to analyze factors that influence purchasing decision of crystal guava in agrotoursim owned by UPTD Dinas Pertanian Semarang City, including variable product quality, price, location, promotion, attitude, motivation, and lifestyle. This research using survey methods with crystal guava’s consumers as respondents. The research location are located in Cepoko Agro-Tourism and Purwosari Agro-Tourism which is determined purposively with several considerations. The number of respondents was determined by quota sampling totaling 100 people, consist of 67 consumers of crystal guava in Cepoko Agro-Tourism and 33 consumers of crystal guava in Purwosari Agro-Tourism. Respondents each location was determined by proportional sampling. Sample was determined by accidental sampling. Analysis data that used in this research was descriptive analysis and multiple linear regression analysis. The result showed that consumer through five stages in purchasing crystal guava, namely problem recognition, information searches, alternative evaluation, purchasing, and post-purchase behaviour. Variable of product quality, price, location, promotion, attitude, motivation, and lifestyle influence simultaneously on purchasing decisions of crystal guava. Variable quality product, promotion, attitude, and lifestyle influenced partially on purchasing decision, while variable price, location, and motivation wasn't affected partially the purchasing decision of crystal guava in Cepoko Agro-Tourism and Purwosari Agro-Tourism. Keywords: agro-tourism, crystal guava, purchasing decision