Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Ikan Hias Air Tawar di Wilayah Bogor

Authors

  • Rizal Abdillah a:1:{s:5:"en_US";s:19:"Universitas Djuanda";}
  • Siti Masithoh Universitas Djuanda
  • Arti Yoesdiarti Universitas Djuanda

DOI:

https://doi.org/10.30997/jagi.v8i1.5635

Abstract

This study aims to determine the characteristics of freshwater ornamental fish consumers, determine the decision-making process of freshwater ornamental fish consumers, and determine the correlation between consumer behavior and purchasing decisions of freshwater ornamental fish in Bogor. The research held from October to November 2021 at three ornamental fish stores in Bogor (Terang Aquarium, Laladon Ornamental Fish Exchange, Bogor Ornamental Fish Marketing Depot). 50 respondents chosen by accidental sampling technique. The results showed that the consumer characteristics of freshwater ornamental fish varied which were known from the factors of gender, age, education, profession, family of responsibility, monthly income, monthly expenses for freshwater ornamental fish and when they start to buy/keep freshwater ornamental fish. Consumer’s considerations in buying/maintaining freshwater ornamental fish are in terms of how to care, price, ornamental fish’s behavior, size, color, shape, type of ornamental fish and where to buy. The results of the Spearman Rank Correlation analysis show that the cultural variable (X1) has a weak but significant correlation with the purchase decision (Y). The social variable (X2) has a very weak and insignificant correlation. The personal variable (X3) has a weak but significant correlation and the psychological variable (X4) has a strong and significant correlation with a correlation coefficient value is 0.642 and significant value less than 0.05 (0.000 < 0.05).

 

Keywords: freshwater ornamental fish, consumer behavior, purchasing decisions, correlations

References

Engel, J. (2002). Perilaku Konsumen. Alih Bahasa Drs. F.X. Budiyanto. Jakarta: Binarupa Aksara.

Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran . Edisi 12 Jilid 1. Jakarta: PT. Indeks.

Nazir, M. (2005). Metode Penelitian. Bogor: Ghalia Indonesia.

Sugiyono. (2012). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.

Tjiptono, F. (2014). Pemasaran Jasa – Prinsip, Penerapan, dan Penelitian. Yogyakarta: Andi Offset.

Yoesdiarti, A., Masithoh, S., & Lesmana, D. (2017). Strategi Pengembangan Agribisnis Ikan Hias di Kecamatan Ciomas. Jurnal Mina Sains, 3 (2) : 35-43.

Zaim, A. (2019). Proses Pengambilan Keputusan Pembelian dan Faktor yang Mempengaruhi Keputusan Membeli Ikan Hias oleh Konsumen di Pasar Ikan Hias Jalan Patiunus, Kota Kediri, Jawa Timur. Sarjana Skripsi, Universitas Brawijaya.

Downloads

Published

2022-04-30

How to Cite

Abdillah, R., Masithoh, S., & Yoesdiarti, A. . (2022). Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Ikan Hias Air Tawar di Wilayah Bogor. JURNAL AGRIBISAINS, 8(1), 46–55. https://doi.org/10.30997/jagi.v8i1.5635
Abstract viewed = 48 times

Most read articles by the same author(s)

1 2 3 > >>