Analysis of Factors Influencing Consumer Purchase Decisions of Local Fruits at Kliwon Market and Bitingan Market, Kudus Regency

Anisa Inayah Sari; Arrobaniy Satrio Wicaksono Asshidiqi; Winda Widyastuti

doi:10.53797/icccmjssh.v4i5.2.2025

Authors

Anisa Inayah Sari Muria Kudus University, Kudus, INDONESIA
Arrobaniy Satrio Wicaksono Asshidiqi 3Muria Kudus University, Kudus, INDONESIA
Winda Widyastuti Muria Kudus University, Kudus, INDONESIA

DOI:

https://doi.org/10.53797/icccmjssh.v4i5.2.2025

Keywords:

Purchasing decision, local fruits, price,, product quality, location

Abstract

This study aims to analyze the factors influencing consumer purchasing decisions of local fruits at Kliwon Market and Bitingan Market in Kudus Regency. The factors examined include price, product quality, and location. The research employed a descriptive quantitative method using a survey approach. Primary data were collected through questionnaires distributed to 60 respondents selected using accidental sampling. Data analysis was conducted using validity and reliability tests, classical assumption tests, and multiple linear regression analysis, including t-test, F-test, and coefficient of determination (R²). The results indicate that partially, product quality has a significant effect on consumer purchasing decisions, while price and location do not have a significant effect. However, simultaneously, price, product quality, and location significantly influence purchasing decisions. The coefficient of determination (R²) value of 0.252 indicates that 25.2% of the variation in purchasing decisions can be explained by the variables of price, product quality, and location, while the remaining 74.8% is influenced by other factors outside the research model. These findings suggest that product quality is the most dominant factor influencing consumer decisions in purchasing local fruits in traditional markets in Kudus Regency.

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