Analysis of Factors That Influence Fish Buying Decisions at TPI Pasar Bawah, Kota Manna, South Bengkulu

Abstract

This study aims to determine the level of fish purchasing decisions and analyze the effects of price, income, product quality, family habits, and product diversity on purchasing decisions at the Pasar Bawah Fish Auction Market, Kota Manna District, South Bengkulu Regency. This research employed a quantitative descriptive approach. Data were collected through questionnaires distributed to 50 respondents and analyzed using multiple linear regression with SPSS. The results indicate that the level of fish purchasing decisions is high, with an average score of 3.653. Simultaneously and partially, price, income, product quality, family habits, and product diversity have significant effects on purchasing decisions. Product quality is the most dominant factor influencing purchasing decisions. The coefficient of determination (R²) of 0.677 indicates that 67.7% of the variation in purchasing decisions is explained by the variables included in the research model.