PENGARUH FAKTOR-FAKTOR PERMINTAAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI PASAR TRADISIONAL KOTA PRABUMULIH

Abstract

This study analyzes the effect of demand factors on consumer purchasing decisions at the traditional market in Prabumulih City. Demand factors are positioned as the independent variable and conceptually include related-goods prices, expected future prices, income, expected future income and borrowing, population, and consumer preferences or tastes. Purchasing decision is the dependent variable and is measured through problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The study applies a quantitative approach using primary data collected through questionnaires. Purposive sampling was employed with criteria that respondents were residents of Prabumulih City, consumers of the traditional market, and had shopped there more than three times. A total of 110 respondents were included. Data were analyzed with IBM SPSS 26 using validity and reliability tests, simple linear regression, coefficient of determination, and a t-test. All questionnaire items were valid. Based on the SPSS output table, Cronbach's alpha was 0.823 for demand factors and 0.779 for purchasing decisions, indicating reliable instruments. The regression results show a coefficient of 0.323 for demand factors, a standardized beta of 0.578, t = 7.370, and significance = 0.000. The R Square value of 0.335 indicates that demand factors explain 33.5% of the variation in purchasing decisions. Therefore, demand factors have a positive and significant effect on consumer purchasing decisions in the traditional market of Prabumulih City. The findings show that purchasing power, expectations, market conditions, and consumer preferences are important in sustaining transactions in traditional markets.