Faktor-Faktor yang Memengaruhi Frekuensi Pembelian Buah Pepaya California di Purwokerto Kabupaten Banyumas
Abstract
California papaya is one of the horticultural commodities that is in high demand among consumers. However, at the consumer level, there are still variations in purchasing patterns, where some consumers buy papaya regularly while others do so incidentally. This study aims to analyze the factors that influence the frequency of California papaya purchases in Banyumas Regency and to identify the most dominant factor influencing regular purchases. The research was conducted in four subdistricts in Purwokerto City using a survey method. Sampling was conducted using accidental sampling on 100 respondents. Data analysis used binary logistic regression with the dependent variable being purchase frequency (frequent or infrequent) and the independent variables including income, fruit taste, and fruit price. The results of the study show that simultaneously, income, taste, and price have a significant effect on purchase frequency. Partially, income and taste have a significant effect, while price does not have a significant effect. This study contributes to understanding consumer purchasing behavior of fresh fruit, particularly showing that the attribute of taste is a dominant factor in encouraging repeat purchases of California papaya.
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