ANALISIS PENGARUH PENDAPATAN DAN HARGA TERHADAP VOLUME PEMBELIAN SAYUR DI PASAR TRADISIONAL BATU

Consumers who have many considerations before buying vegetables in traditional markets will form a marketing strategy. Consumer behavior influences decisions in purchasing vegetables in traditional markets. The purpose of this study is to determine the effect of income and prices on the volume of vegetable purchases in Batu Traditional Markets. The data used is primary data with customer respondents who shop for vegetables at the Batu traditional market. The analytical method used is Multiple Linear Regression Analysis. Data analysis using multiple linear regression, it can be seen that income has a positive and significant effect on purchase volume, with a p-value of 0.018 or less than 0.05. While the price has a positive and significant effect on the volume of purchases, with a p-value of 0.000 or less than 0.05. So that it can be concluded that income and prices have an influence on the volume of purchases and have a positive relationship