Analisis Keputusan Konsumen Dalam Pembelian Buah Lokal Di Pasar Pagi Arengka Kota Pekanbaru Provinsi Riau

Consumers are the product's target market, meaning that products are made based on consumer wants and needs. Consumer behavior in purchasing a product product consists of 5 stages, namely need recognition, information search, evaluation of alternatives, decision processes and post-purchase behavior. Many factors factors that determine consumer decision behavior, including attribute factors fruit and 7P marketing strategies carried out by traders. This research aims to analyze (1) Characteristics of Consumers, Traders and profiles local fruit stall at Arengka Morning Market, Pekanbaru City, (2) Pick-up process purchasing decisions of local fruit consumers at Pasar Pagi Arengka Kota Pekanbaru, (3) What are the dominant factors that determine the decision consumers in purchasing local fruit at the Morning Market Arengka Pekanbaru City, (4) Local fruit marketing strategy at Arengka Morning Market, Pekanbaru City. This study uses a survey method. The sampling technique that used for local fruit consumer respondents, namely Accidental Sampling, while for local fruit traders respondents, namely the Purposive technique Sampling. The types of data used are primary data and secondary data. Tool The analysis used is descriptive analysis and factor analysis. Processing data using Microsoft Excel 2010 and SPSS version 22.0 program. Based on the research results, it is known (1) the characteristics of local fruit consumers mostly female as much as 55%, with age 33-39 years as much as 25% and the average age is 33 years, the average education is 12 years as much as 49%, already married as much as 75%, status as a mother household as much as 20%, and an average income of Rp. 4,561,875, characteristics of local fruit traders are mostly female, with an average age of 36 years, an average education of 13.8 years, with an average income of IDR 5,700,000, all traders are married to the average number of family members is 3 people. (2) purchase decision process consumers in buying local fruit based on quality products and depending on the situation, (3) the factors that determine consumer decisions In purchasing local fruit at the Arengka Morning Market, Pekanbaru City formed one factor consisting of 9 variables, namely fruit skin texture, fruit nutritional content, fruit prices, discounted prices, distance of kiosk from home, access to kiosk, service the seller, the honesty of the dose, and the arrangement of the fruit. (4) local fruit marketing strategy is to prioritize the factors that determine the most consumers, the quality of the products sold should give satisfaction to the consumers, with affordable prices but good quality and provide good service too