ANALISIS KEPUTUSAN KONSUMEN DALAM PEMBELIAN BUAH DURIAN DI UCOK DURIAN MEDAN
DOI:
https://doi.org/10.54367/agriust.v6i2.6827Keywords:
Consumer decision, Durian, Ucok Durian, Fishbein, Pearson correlationAbstract
This study aims to analyze consumer attitudes and the relationship between durian fruit attributes and purchasing decisions at Ucok Durian Medan. The attributes examined include price, taste, color, size, freshness, and texture. The research employed a descriptive quantitative approach using the Fishbein multi-attribute model and Pearson correlation analysis. A total of 100 respondents were selected through accidental sampling. The results revealed that freshness was the most influential factor affecting purchasing decisions (19.97%), followed by texture (18.54%), taste (17.28%), color (16.68%), size (15.24%), and price (12.84%). The Pearson correlation analysis showed that all attributes were positively correlated with purchasing decisions, with the strongest correlations found in freshness (r = 0.603) and color (r = 0.577). These findings indicate that consumers at Ucok Durian prioritize sensory quality over price when making purchasing decisions.References
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