KEPUTUSAN KONSUMEN DALAM PEMBELIAN BUAH SEMANGKA DI UD.YASMIN KOTA MATARAM

LUSIANA ANDINI, MADE SUMA WEDASTRA, IDA AYU KETUT MARINI, I DEWA GEDE SUARTHA, BAGUS WIDHI DHARMA S

Abstract


This research is a descriptive study which aims to determine consumer decisions in purchasing watermelons at UD Yasmin Mataram City. This study used a sample of 50 people who were determined by incidental sampling. Data collection techniques are carried out by: observation and interview based on a list of questions that have been prepared in advance and documentation. The collected data were analyzed using descriptive analysis

The results showed that: the decisions that influence consumers to purchase watermelons at UD Yasmin Mataram City are: 50% of respondents strongly agree and 42% agree to product variables; 40% of respondents agreed and 44% strongly agreed because of the price variable; 52% of respondents agreed and 30% stated that they strongly agreed because of the variable of place and 44% of respondents agreed and 36% strongly agreed to buy watermelons at UD Yasmin because of the promotional variables. It is recommended that UD Yasmin keep product continuity and maintain product quality and maintain price stability


Keywords


consumer decisions, purchases, watermelon

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DOI: https://doi.org/10.35327/gara.v14i2.143

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