Antecedents of Consumer Purchasing Decisions or Gayo Shallots in Aceh Tengah District
DOI:
https://doi.org/10.59890/ijefbs.v2i6.86Keywords:
Gayo Shallots, Price Stabilization, Consumer Purchase Decision, Quality of ProductsAbstract
Aceh Tengah District is one of the producers of gayo shallots, but this has not stabilized the price of shallots in the area. When comparing the final consumer price to the marketing margin that intermediate dealers receive, the final consumer pricing is deemed to be out of balance. This study aims to analyze the influence of antecedents, namely price, income, product quality and needs on consumer purchasing decisions for gayo shallots in Aceh Tengah District. This study took a sample of 135 consumers who bought gayo shallots at the Aceh Tengah Regency main market. A survey method combined with a descriptive-quantitative methodology is used in this study. The sample was taken using purposive sampling method and the data obtained was statistically analyzed using multiple linear regression analysis. The results showed that all antecedents, namely price, income, product quality and needs, had a positive effect on purchasing decisions. These results indicate that, consumer decisions to buy gayo shallots depend on how much price is offered, the amount of income, how the quality of the shallots is and buy according to need.
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