Tambunan, Valentina Sri Basa and Setiadi, Agus and Prasetyo, Edy (2023) ANALYSIS OF FACTORS AFFECTING PURCHASING DECISION CONSUMER OF COCONUT COOKING OIL AT MODERN MARKET IN SEMARANG. Journal Reseacrh Social, Science, Economics and Management (JRSSEM) CV. Publikasi Indonesia, 2 (9): 13. pp. 1-13. ISSN 2807-6311

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Abstract

The change of urban communities lifestyle increase the coconut cooking oil consumption level and the growth number of companies that offered the similar product. This research were aims to determine the characteristics of consumers of coconut cooking oil and analyze the factors that influence the purchase decisions of coconut cooking oil in the Modern Market of Semarang City. The location of the research was determined purposively in four modern markets in Semarang City were conducted in Transmart Setiabudi, Gelael Sultan Agung, Farmers Market Tentrem Mall and Hypermart Paragon Mall in August - September 2022. The research method was a survey method with questionnaire. The sampling technique was using the non probability sampling with accidental sampling method which the total sample were 100 respondents. The data that has been obtained are primary data and secondary data which were then analyzed descriptively analysis and logistic regression analysis using SPSS software. The results showed that the product, price, location, social, individual and psychological simultaneously had a significant effect on coconut cooking oil purchasing decisions in the Modern Market of Semarang City. Variable product, price, location, social, individual and psychological partially had a significant effect on coconut cooking oil purchasing decisions in Semarang Modern Market.

Keywords: coconut cooking oil, modern market, purchasing decision, Semarang

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