Pengaruh Kesadaran Kesehatan dan Kewajaran Harga terhadap Keputusan Pembelian Buah di Superindo Sidoarjo
Keywords:
health awareness, price fairness, purchasing decisions, fruitAbstract
At this time, it has been found that many consumers rarely consume fruit due to too many sweet foods containing artificial sweeteners. This study was conducted with the aim of knowing the effect of health awareness and price fairness on purchasing decisions for fruits at Superindo Sidoarjo. This research uses a quantitative approach so that the research is in the form of numbers. This research was conducted with several tests, namely, normality test, heteroscedasticity test, autocorrelation test, f test, t test, and coefficient of determination through the spss version 26 analysis tool. The population is fruit buyers at Superindo Sidoarjo with a sample of 100 respondents obtained based on purposive sampling technique. Based on the research that has been done, the results show that there is a positive influence between health awareness and price fairness on purchasing decisions. With the results of this study, it is hoped that the availability of various kinds of fruit at Superindo will continue to be carried out as a form of consumer support related to healthy food through fruit consumption as a purchasing decision behavior in meeting needs.
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