Analysis of Factors Influencing Consumer Behavior on Purchase of Imported Fruits in Modern Markets and Traditional Markets

80 HalamanPenelitian ini bertujuan untuk mengetahui tipe perilaku konsumen dan mengetahui faktor-faktor dalam membeli buah impor di pasar tradisional dan modern. Sampel dalam penelitian ini berjumlah 30 di pasar tradisional dan di pasar modern berjumlah 30 sampel. Mengguna kan metode Purposive Sampling (sengaja). Metode pengumpulan data menggunakan kuisioner. Metode analisis data yang digunakan adalah analisis regresi ordinal. Hasil penelitian menunjukkan bahwa (1) variabel usia dan variabel pendidikan berpengaruh signifikan terhadap pembelian buah impor di pasar tradisional. (2) Variabel pendapatan dan variabel jumlah pembelian berpengaruh signifikan terhadap pembelian buah impor di pasar modern. (3) Tipe perilaku konsumen di pasar tradisional adalah tipe perilaku tinggi-nyata. (4) Tipe perilaku konsumen di pasar modern adalah tipe perilaku tinggi-tidak nyata. Diperoleh persamaan regresi pasar tradisional yaitu : Y = -11,867 + 5,430X1- 7,094X2 - 8,153X3 -3,577X4 - 2,567X5+ 4,945X6 dan diperoleh persamaan regresi pasar modern : Y = -98,956–46,310X1– 65,612X2+ 109,447X3- 3,469X4+ 91,393X5 + 161,034X6-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------This study aims to determine the type consumer behavior and determine the factors in buying imported fruit in traditional and modern markets. The sample in this study amounted to 30 in traditional markets and 30 in modern markets. Using the Purposive Sampling method (intentionally). The data collection method uses a questionnaire. The data analysis method ordinal regression analysis. The results showed (1) the age variable and educational variable had a significant effect on the purchase of imported fruit in the traditional market. (2) income variable and the number of purchases have significant effect on purchase of imported fruit in the modern market. (3) Types consumer behavior in traditional markets high-real types behavior. (4) Type consumer behavior modern markets high-intangible type behavior. Traditional market regression equation is obtained: Y = -11,867 + 5,430X1-7,094X2 - 8,153X3 -3,577X4 - 2,567X5 + 4,945X6 and the modern market regression equation is obtained: Y = -98,956–46,310X1-65,612X2 + 109,447X3- 3,469X4 + 4,945X6 and the modern market regression equation is obtained: Y = -98,956–46,310X1-65,612X2 + 109,447X3-3,469X4 + 4,945X6 and the modern market regression equation is obtained: Y = -98,956–46,310X1-65,612X2 + 109,447X3- 3,469X4 + 91,393 X6 and the modern market regression equation obtained: X5 + 161,034X