Pengaruh persepsi dan Preferensi konsumen terhadap keputusan pembelian buah lokal: Studi Pada Lailai Market Buah Malang

ABSTRAK

Penelitian ini dilatar-belakangi oleh Departemen Pertanian (Deptan) RI menyatakan keprihatinannya atas keterpurukan hortikultura di Indonesia. Keterpurukan itu bisa dilihat dari konsumsi buah lokal dengan buah impor. Masyarakat kini lebih banyak yang menyukai buah impor dibandingkan dengan buah dalam negeri. "Ini karena kualitas produk yang belum memenuhi standar. Jumlah dan kontinuitas tanam juga masih belum bisa stabil memenuhi kebutuhan pasar. Di sisi lain harga di tingkat petani sangat rendah hingga mereka enggan menanam buah.

Hubungan persepsi dan preferensi konsumen terhadap keputusan pembelian adalah bahwasanya konsumen diasumsikan mampu membuat peta posisi pemikiran yang merupakan gambaran persepsi dan preferensi konsumen. Persepsi dan preferensi konsumen terhadap suatu produk berpengaruh pada perilaku pembelian konsumen, yaitu sebagai penuntun dalam keputusan untuk memilih dan membeli.

Lokasi penelitian pada Lailai Market Buah Malang, besarnya sampel dapat ditentukan sebesar 96 responden. Teknik pengambilan sampel menggunakan Accidental Sampling. Teknik pengukuran data menggunakan skala likert. Analisis data menggunakan analisis regresi berganda, Uji F, Uji t, Uji Asumsi Klasik.

Diperoleh hasil penelitian sebagai berikut: (1) terdapat pengaruh tingkat persepsi dan tingkat preferensi konsumen terhadap keputusan pembelian buah lokal di Lailai Market Buah Malang. (2) terdapat pengaruh yang dominan diantara tingkat persepsi dan tingkat preferensi konsumen terhadap keputusan pembelian buah lokal di Lailai Market Buah Malang yaitu variabel kejiwaan (X7) karena diperoleh nilai signifikansi sebesar 47%, yang memberikan kontribusi terbesar daripada variabel lain.

ABSTRACT

The study was driven by the Indonesian Agricultural Department’s concerns over the declining horticulture in Indonesia. The decline can be seen from the people’s consumption of the local fruit compared with that of the imported fruit. Indonesian people now have more preferences on imported fruit than local fruit. The former low quality standard is one reason of the consumers’ decline of the local fruits. The amount and continuity supply of local fruit not meeting with the market needs also has contributed to the declining trend. On the other side, the fruit prices on the farmer level are so low that they feel reluctant or discouraged to plant.

The relationship of consumer’s perception and preference with their purchase or buying decision assumes that consumers are able to make the thought-position map which is the consumers’ image perception and preference. The consumer’s perception and preference over a certain product influence the consumer’s buying behavior which direct their decision to choose what to buy.

The study chose the fruit market Laila Market Buah Malang as the research site. The number of the sample respondents were decided at 96%. The sampling technique used to obtain the samples for the study was accidental sampling. The data measurement technique used the likert scale. The data analysis used multiple regression analysis, F-Test, T-Test, and Classical Assumption Test.

Some important findings are resulted from the study: (1) there appeared to be a significant correlation between the consumers’ perception and preference levels with their decision of buying the local fruit at Lailai Market Buah Malang. (2) psychological variable (X7) with its significant share of 47% appeared to be the dominant influence on the consumers’ perception and preference to decide to buy the local fruit at Lailai Market Buah Malang, compared with the other variables.