Analisis Pengaruh Karakteristik Hasil Laut Terhadap Keputusan Pembelian Pada Toko Citra Lofster di Singkawang
Abstract
This research purposes to determine the simultaneous and partial effects of characteristics of sea product on purchase decision in Citra Lofster store in Singkawang. The variables in this research is characteristics of sea product on purchase decision. The research method is quantitative research methods. Data collection techniques used in this research were through observation and questionnaires. The number of respondents of this study was 100 people. The sampling technique used was accidental sampling. The analytical tool in this research is an analysis tool in the form of SPSS version 25.0 analysist. Based on tests carried out simultaneously, the results of this research indicate that independent variable is characteristics of sea product have a positive and significant effect on the dependent variable is purchase decision. Based on tests conducted partially, the results of this research indicate that the independent variables is perishability, seasonally, and substitutionally have a positive and significant effect on purchase decision.