FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN SAYURAN SELADA DI CV MALAKA FARM KELURAHAN LAPAJUNG KECAMATAN LALABATA KABUPATEN SOPPENG

Abstract

This research was conducted at CV Malaka Farm, located in Lapajung Sub-district, Lalabata District, Soppeng Regency. The research site was selected based on the consideration that CV Malaka Farm is a central hub for lettuce cultivation in Soppeng Regency. The study was carried out over a period of three (3) months, from January to March 2023. The population in this study consisted of 10 consumers who made purchases at CV Malaka Farm. The purpose of this research is to identify the factors influencing consumer purchasing decisions regarding the demand for lettuce plants at CV Malaka Farm. The research employed a multiple regression analysis technique. Data collection methods included observation, interviews, questionnaires, and documentation. The results of the study on the factors influencing consumer purchasing decisions for lettuce at CV Malaka Farm indicate that social, personal, and psychological factors affect consumer interest in lettuce products. Among these, psychological factors were found to have the most significant influence on consumers’ purchasing decisions.