Analisis Perilaku Konsumen pada Pengambilan Keputusan Pembelian di Pasar Tradisional Kota Surakarta

Ali Arif Setiawan; Christina Nur Wijayanti; Wahjoe Mawardiningsih; Jeratallah  Aram Dani

doi:10.62383/dialogika.v1i2.298

Authors

Ali Arif Setiawan Universitas Surakarta
Christina Nur Wijayanti Universitas Surakarta
Wahjoe Mawardiningsih Universitas Surakarta
Jeratallah Aram Dani Universitas Surakarta

DOI:

https://doi.org/10.62383/dialogika.v1i2.298

Keywords:

Consuimer Behaviour, Decession Making, Traditional Market, The City of Surakarta, Marketing

Abstract

This study aims to analyze consumer behavior in purchasing decision-making at traditional markets in Surakarta City. The focus of this research is to identify the factors that influence consumer purchasing decisions, such as price, product quality, location, service, and shopping habits. The method used is a quantitative approach with a survey method. Data were collected through the distribution of questionnaires to 100 respondents who are active consumers at several traditional markets in Surakarta, such as Pasar Gede, Pasar Klewer, and Pasar Legi. The data analysis technique used is multiple linear regression to examine the influence of independent variables on the dependent variable. The results show that price, product quality, and service have a significant influence on purchasing decisions, while location and shopping habits do not show a significant influence. These findings indicate that consumers in traditional markets in Surakarta tend to prioritize economic value and service interaction in their purchasing decisions. This research is expected to provide input for traditional market managers in improving competitiveness amidst the growth of modern markets.

Downloads

Download data is not yet available.

References

Amelia, D., Setiaji, B., Jarkawi, J., Primadewi, K., Habibah, U., Peny, T. L., Rajagukguk, K. P., Nugraha, D., Safitri, W., Wahab, A., Larisu, Z., & Dharta, F. Y. (2023). Metode penelitian kuantitatif. Penerbit Zaini. https://penerbitzaini.com/

Assael, H. (2014). Consumer behavior: A strategic approach. Houghton Mifflin.

Hatumena, J. Y., Turukay, M., Parera, W. B., & Lawalata, M. (2022). Analisis perilaku konsumen terhadap keputusan pembelian sayuran pada pasar moderen studi kasus di “Foodmart Ambon” Kota Ambon. Jurnal Agrica, 15(2), 182–195. https://doi.org/10.31289/agrica.v15i2.5635

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Kusumastuti, O. P., & Suryati. (2021). Pengaruh kualitas produk dan harga terhadap keputusan pembelian batik di Rivicha Pasar Klewer Solo. Jurnal Indonesia Membangun, 20(4), 35–43.

Malhotra, N. K. (2019). Marketing research: An applied orientation (7th ed.). Pearson.

Muktiyo, W., Kusumawati, D., & Primasari, I. (2018). City branding Solo sebagai kota wisata budaya Jawa. Jurnal Komunikasi, 3(1), 10–27.

Nopi Sapa’, Ramba, D., & Pondissing, R. (2023). Analisis perilaku konsumen terhadap minat beli di Pasar Seni To’pao. MENAWAN: Jurnal Riset dan Publikasi Ilmu Ekonomi, 1(6), 81–90. https://doi.org/10.61132/menawan.v1i6.70

Ph.D. Ummul Aiman, S. P. D. K. A. S. H. M. A. C. M. J. M. P., Suryadin Hasda, M. P. Z. F., Masita, M. P. I. N. T. S. K., & Meilida Eka Sari, M. P. M. K. N. A. (2022). Metodologi penelitian kuantitatif. Yayasan Penerbit Muhammad Zaini.

Qomariah, R. L., Umbara, D. S., & Fitriadi, B. W. (2023). Perilaku konsumen terhadap keputusan pembelian sayuran di pasar tradisional Cikurubuk Kota Tasikmalaya. Jurnal Agroteknologi Pertanian & Publikasi Riset Ilmiah, 5(1), 11–22. https://doi.org/10.55542/jappri.v5i1.607

Sarwono, A. E., & Handayani, A. (2021). Metode kuantitatif. CV Andi Offset.

Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson.

Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (7th ed.). Wiley.

Solomon, M. R. (2017). Consumer behavior: Buying, having, and being (12th ed.). Pearson.

Sugiyono. (2020). Metodologi penelitian kuantitatif, kualitatif dan R&D (edisi ke-4). Alfabeta.

Wijiastuti, S. (2023). Analisis perubahan perilaku konsumen terhadap motif belanja online pada warga Perumahan Puncak Solo di Kecamatan Jebres Surakarta. Jurnal Mirai Management, 8(2), 234–251.