Year: 2025 | Month: June | Volume: 12 | Issue: 6 | Pages: 436-443
DOI: https://doi.org/10.52403/ijrr.20250651
Analysis of Factors Determining Consumer Decisions in Purchasing Consumption Fish at Bauntung Market, Banjarbaru City, South Kalimantan Province
Pajar Pardian1, Idiannor Mahyudin2, Dan Erma Agusliani3
1Fisheries Socio-Economic Study Program, Department of Fisheries Science, Universitas Lambung Mangkurat, Banjarbaru, South Kalimantan. Indonesia
Corresponding Author: Idiannor Mahyudin
ABSTRACT
Consumer purchasing decisions are the core of consumer behavior. These decisions are influenced by various factors, both internal and external. The research aims to empirically analyze the dominant factors that influence consumer decisions in purchasing fish for consumption specifically at Bauntung Market, Banjarbaru City. The variables tested include price (X1), fish quality (X2), price (X3), consumer income (X4), and preference (D1). The research method uses a quantitative approach with multiple linear regression as an analysis tool. Data were collected from 73 respondents at Bauntung Market through accidental sampling. Consumer decisions in purchasing fish for consumption at Bauntung Market, Banjarbaru City are significantly influenced simultaneously by the variables of price, fish quality, price, consumer income, and preference. Partially, only price, price, and preference have a positive and significant effect, with price as the most dominant factor. Fish quality and consumer income do not have a significant effect individually. This research model is able to explain 69.5% of the variation in purchasing decisions, while the remaining 30.5% is influenced by other factors outside the model.
Keywords: Consumers, Fish, Price, Income, Bauntung Market.
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