ANALISIS PERILAKU KONSUMEN TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIANBERAS(OryzaSativaL.)DISWALAYANBERKAHMANDIRIKEC. MOJO KAB. KEDIRI

Pebby Endah Wahyuningrum; Erlin Widya Fatmawati; Nastiti Winahyu

Pebby Endah Wahyuningrum Program Studi Agribisnis, Fakultas Pertanian, Universitas Islam Kadiri Kediri
Erlin Widya Fatmawati Program Studi Agribisnis, Fakultas Pertanian, Universitas Islam Kadiri Kediri
Nastiti Winahyu Program Studi Agribisnis, Fakultas Pertanian, Universitas Islam Kadiri Kediri

Abstract

Thepurposeofthisresearchistodetermineconsumerbehaviorregardingdecision making to purchase rice (Oryza Sativa) at Swalayan Berkah Mandiri Kec. Mojo District. Kediri. The research was carried out from October to December 2023, which took place at the Berkah Mandiri Mojo Supermarket located in Mlati Village, Mojo District, Kediri Regency. The results of the research for the formulation of the first problem can be concluded that the dominant characteristics ofrespondents at SwalayanBerkah Mandiriare womenwitha percentage of74%, theaverageageis16-35 years,thelast educationishighschoolwithapercentageof58%,andthe professionofprivate employees isthehighest. dominant withapercentageof36%.Theresultsof theresearchforthesecondproblemformulationcanbeconcludedthatfromtheoveralltestresults theindependentvariableshavearealinfluenceonpurchasingdecisions.Thisdecisionissupported by an R value of 0.875, which means that overall there is a close relationship between the independent variables and the decision to purchase rice products at 87.5%. From the partial test results it was found that the variables cultural factors, social factors, personal factors and psychological factors influence the decision to purchase rice at Swalayan Berkah Mandiri, Mojo District, Kediri Regency