PEMBELAJARAN LANGSUNG UNTUK MELIHAT PERSEPSI DAN PREFERENSI KONSUMEN YANG BERPENGARUH DOMINAN TERHADAP KEPUTUSAN PEMBELIAN BUAH LOKAL DAN IMPOR DI HOKKY BUAH PANGLIMA SUDIRMAN- SURABAYA

Abstract

This research is based on the issues at Hokky Buah Panglima Sudirman, Surabaya, where among the indicators of consumer perception and preferences, which ones have a dominant influence on the purchasing decisions of local and imported fruits at Hokky Buah Panglima Sudirman, Surabaya. The aim of this study is to provide insights into the impact of consumer perception and preferences on the purchasing decisions of local and imported fruits. The research was conducted intentionally (Purposive Method), using multiple linear regression.

The results of the study indicate that the independent variables consisting of perception actors, targets, situations, culture, and personality conducted by Hokky consumers have a partial influence on the purchasing decisions of local and imported fruits. This is evidenced by the significance test results (t-test) for all three variables being smaller than 0.05. The dominant variable influencing the purchasing decisions of local and imported fruits is the cultural variable. This is supported by the contribution for each culture, which is 41.4%, compared to the contributions of other variables such as perception actors at 25%, target at 22.1%, situation at 24%, and personality at 38.6%.