JRSSEM 2023, Vol. 02 No. 9, 2011 – 2022
E-ISSN: 2807 - 6311, P-ISSN: 2807 - 6494
DOI : 10.59141/jrssem.v2i09.412 https://jrssem.publikasiindonesia.id/index.php/jrssem/index
ANALYSIS OF FACTORS AFFECTING PURCHASING
DECISION CONSUMERS OF COCONUT COOKING OIL IN
THE MODERN MARKET IN SEMARANG
Valentina Sri Basa Tambunan
1
Agus Setiadi
2
Edy Prasetyo
3
1,2,3
Diponegoro University Semarang, Indonesia
*
Email: sbtvalen[email protected], agus_setiadi2006@yahoo.co.id, edyprsty@yahoo.com
*Correspondence: sbtvalent@gmail.com
Submitted
: April 04
th
2023
Revised
: April 16
th
2023
Accepted
: April 25
th
2023
Abstract: This study aims to determine the characteristics of consumers of coconut cooking oil
and analyze the factors that influence the purchase decisions of coconut cooking oil in the
Modern Market of Semarang City. The study was conducted in Transmart Setiabudi, Gelael
Sultan Agung, Farmer’s Market, and Hypermart Semarang City in October - November 2022.
The research method was a survey method with a questionnaire. The sampling method was
using the Accidental Sampling method with a total sample of 100 respondents. Data were
analyzed descriptively and logistic regression analysis using SPSS software. The results showed
that the product, price, location, social, individual, and psychological simultaneously had a
significant effect on coconut cooking oil purchasing decisions in the Modern Market of
Semarang City. Variable product, price, location, social, individual, and psychological partially
had a significant effect on coconut cooking oil purchasing decisions in Semarang Modern
Market. For coconut cooking oil producers that supply to the modern market to be able to
improve the promotion dan culture can increase the demand for coconut cooking oil market.
Keywords: coconut; cooking oil; decision; purchase.
Valentina Sri Basa Tambunan
1
Agus Setiadi
2
Edy Prasetyo
3
| 2012
INTRODUCTION
Today, Indonesian people are
beginning to realize the importance of
healthy living. This can be proven by the
increasing consumption of coconut
cooking oil in Indonesia as a form of
lifestyle change. Oil in its development has
been used as a raw material to meet the
needs of the community in terms of food
and non-food (Sukandar, 2008). The
average consumption of coconut cooking
oil per capita in Semarang City increased by
0.007 liters/week/year, which was 0.005
liters/week/year in 2020 to 0.012
liters/week/year in 2021 (Central Bureau of
Statistics, 2021).
Urban areas have people with diverse
income and employment levels that
influence the decision to purchase coconut
cooking oil products as cooking oil. The
level of people's desire to consume coconut
cooking oil (coconut cooking oil) influences
purchasing decisions, namely product,
price, location, promotional, social, cultural,
and psychological factors derived from
buyer characteristics, while service factors
are influential factors from market
segments.
Cooking oil with coconut meat raw
materials (coconut meat) is expected to
provide a lot of good for health because as
a source and solvent of vitamins A, D, E, and
K and contains antimicrobials, antioxidants,
essential acids, unsaturated fats and
vitamin solvents (Shilling et al., 2013).
Unsaturated fats contained in coconut
cooking oil contain omega 3 and omega 6,
and there are essential fatty acids that
function to prevent the narrowing of blood
vessels due to cholesterol buildups, such as
lauric acid, linoleic acid, linolenic acid, and
arachidonic acid (Intahphuak et al., 2010).
The nutritional content contained in old
coconut every 100 grams, namely 359 cal
calories, 34 g protein, 34.7 g fat, 14 g
carbohydrates, 21 mg calcium, 21 mg
phosphorus, 2 mg iron, 0.01 IU vitamin A,
0.1 mg thiamine, 2 mg ascorbic acid, and
46.9 g water (Ketaren, 2008).
Generally, the purchasing decision
process of coconut cooking oil consumers
occurs in the modern market. The modern
market is a market that targets the upper
middle class by offering the quality of an
item, besides that it also has a large and
strong distribution network that affects the
selling price of the products offered to
consumers (Rahanita and Suliswanto, 2018).
The advantages of the modern market that
become the fundamental attraction of
consumers are understanding the changing
needs and desires of consumers, as well as
providing comfort and security (Wijayanti
and Winarno, 2011).
The purchase decision of a product
with a particular brand will begin with
several steps, namely the introduction of
needs, information search, alternative
evaluation, evaluation criteria, and
determination of choices (Sumarwan, 2011).
Search can be done internally and
externally (Sumarwan, 2014). Internal
through remembering the product then
focuses on products that are very familiar
and external through the environment
around the consumer and information
obtained such as brand alternatives,
evaluation criteria and level of importance.
2013 | Analysis of Factors Affecting Purchasing Decision Consumer of Coconut Cooking Oil
at Modern Market In Semarang
MATERIALS AND METHODS
This research was carried out in August
- September 2022 in four modern markets
in Semarang City, namely Transmart
Setiabudi on Jl. Jend. Pol. Anton Sujarwo
No. 119, Gelael on Jl. Sultan Agung No. 97,
Hypermart Paragon Mall on Jl. Pemuda No.
118 and Farmers Market on Jl. Gajahmada
No. 123. The place of study is determined
by purposive methods. The method used
in this study is a survey method. The data
collection technique in this method is
carried out by distributing questionnaires.
Sampling in this study used non-
probability sampling techniques using the
side accidental method. The following
method is used due to the unknown
population of coconut cooking oil
consumers in the modern market of
Semarang City. Lemeshow's formula is as
follows:
n=
Description: n: Number of samples
Z: Z value at 95% confidence
level
p: Proportion of population
E: Desired sampling error
(Lemeshow et al., 1997)
Based on these calculations, the
number of samples used in this study was
96.04 or rounded to 100 respondents. If in
determining the number of samples in the
four modern markets, it will be further
divided so that each population has a
sample of 25 respondents. This can be
obtained by using quota sampling.
Respondents in this study are consumers of
coconut cooking oil in the modern market
of Semarang City who have respondent
criteria such as having purchased coconut
cooking oil products at least once in the
past month.
Data collection conducted in this study
used two sources, namely primary data and
secondary data. Primary data was obtained
directly by distributing questionnaires to
coconut cooking oil consumers in the
modern market of Semarang City.
Meanwhile, secondary data is obtained
indirectly by collecting data and
information from various print and
electronic media, such as journals, research,
books, data from the Central Statistics
Agency (BPS), and other references related
to research to support primary data
information that has been obtained.
Data that has been obtained from the
results of the study is then tabulated using
Microsoft Office Excel software tools and
data analysis is carried out. The data
analysis conducted in this study was
descriptive analysis and logistic regression
analysis. Descriptive analysis is used to
determine consumer characteristics and
the decision-making process of purchasing
coconut cooking oil products in Semarang
Modern Market. Meanwhile, logistic
regression analysis is used to determine
how much influence the factors influence
the purchase of coconut cooking oil
products in the Semarang Modern Market.
This study uses validity and reality tests to
test the feasibility of the instrument which
is then continued with the Goodness of Fit
test, Omnibus Test, Pseudo R Square (R
2
)
test, Wald test, and Odd Ratio test to test
Logistic Regression Analysis.
Valentina Sri Basa Tambunan
1
Agus Setiadi
2
Edy Prasetyo
3
| 2014
RESULTS AND DISCUSSION
Characteristics of Respondents
Respondents in this study were
consumers of coconut cooking oil at Pasar
Modern Transmart Setiabudi, Gelael Sultan
Agung, Farmer's Market, and Hypermart
who were met by researchers who were
making purchasing decisions. The number
of respondents taken in the study was 100
respondents divided into 25 respondents in
each research location. The characteristics
of respondents in this study are reviewed
from gender, age, education level,
occupation, and level of respondents'
opinions.
Based on gender, it can be seen that
the characteristics of respondents who
consume coconut cooking oil in Semarang
Modern Market are dominated by 75
women with a percentage of 75%. This
shows that in shopping for coconut
cooking oil, consumers of the female
gender are more often found in Semarang
Modern Market.
Based on age, it can be seen that the
characteristics of respondents who are
consumers of coconut cooking oil in the
Semarang Modern Market are dominated
by consumers aged between 35 - 45 years
as many as 40 people with a percentage of
40%. This shows that the majority of
coconut cooking oil consumers in
Semarang Modern Market are at
productive age.
Based on the level of education, it can
be seen that the characteristics of
respondents show that consumers of
coconut cooking oil in the Semarang
Modern Market are dominated by the
Bachelor (S1) level as many as 46 people
with a percentage of 46%. This shows that
consumers of coconut cooking oil (coconut
cooking oil) are consumers who are
classified as having a high level of
education and good science.
Based on work, it can be seen that the
characteristics of respondents show that
consumers of coconut cooking oil in
Semarang Modern Market are dominated
by Housewives (IRT) as many as 43 people
with a percentage of 43%. Some
respondents with this type of work also
concurrently serve as housewives, so they
still have the task to shop for quality
household staples such as coconut cooking
oil.
Based on the level of income, it can be
seen that the characteristics of respondents
show that consumers of coconut cooking
oil in Semarang Modern Market are
dominated by > IDR 10,000,000 as many as
39 people with a percentage of 39%. This
shows that the average income level of
coconut cooking oil consumers in the
Semarang Modern Market is classified as
middle to upper because it has an income
level above the Semarang City Minimum
Wage (UMK), which is Rp. 2,835,021.29
based on the Decree of the Governor of
Central Java Number 561/39 of 2021
concerning Minimum Wages in 35
Regencies / Cities in Central Java Province
in 2022.
Purchasing Behavior
The consumer purchasing behavior of
coconut cooking oil in Semarang Modern
Market is reviewed based on product brand,
product size, number of products per
purchase, frequency of purchases per
month, and monthly purchase expenditure
2015 | Analysis of Factors Affecting Purchasing Decision Consumer of Coconut Cooking Oil
at Modern Market In Semarang
Based on the product brand, it can be
seen that the purchasing behavior of
coconut cooking oil consumers in the
Semarang Modern Market is dominated by
the Barco brand as many as 56 products
with a percentage of 56%. This shows that
consumers prefer coconut cooking oil
products with well-known brands in the
market rather than less well-known ones.
Based on product size, it can be seen
that the purchasing behavior of coconut
cooking oil consumers in Pasar Modern
Kota is dominated by the size of 1000 ml as
many as 78 products with a percentage of
78%. This shows that coconut cooking oil
with a size of 1000 ml is more practical in
shopping because it can meet other
shopping needs.
Based on the number of products, it
can be seen that the purchasing behavior
of coconut cooking oil consumers in Pasar
Modern Kota is dominated by 2 packs per
purchase of 50 products with a percentage
of 50%. This shows that various cooking oil
quantities are obtained by consumers in
minimarkets, supermarkets, and
hypermarkets with an average purchase
frequency of 2 packs a month.
Based on the frequency of purchases, it
can be seen that the purchasing behavior
of coconut cooking oil consumers in the
Semarang Modern Market is dominated 2
times a month with a percentage of 33%.
This shows that consumers of coconut
cooking oil in Semarang Modern Market
have different needs every month
Based on purchase expenditures, it can
be seen that the purchasing behavior of
coconut cooking oil consumers in the
Semarang Modern Market is dominated by
> IDR 100,000 – IDR 200,000 with a
percentage of 56%. This shows that the
expenditure on purchasing coconut
cooking oil consumers varies.
The Relationship between Income Level
and Purchase Frequency
Based on the results of cross-
tabulation between income level and
purchase frequency, a probability of
significance of 0.036 < α = 0.05 and a Chi-
Square value of 16.471 were obtained. This
means that income level has a relationship
or influence on the frequency of consumer
purchases of coconut cooking oil (coconut
cooking oil) in the Semarang City Modern
Market. It is known that the majority of
coconut cooking oil consumers in
Semarang Modern Market with an income
level range of > IDR 10,000,000 have
sufficient purchase frequency, which is 2
times a month. This shows that there is a
relationship between income level and
purchase frequency, where the higher the
level of consumer income, the frequency of
purchasing coconut cooking oil in
Semarang Modern Market also increases.
Factors Influencing Purchasing Decisions
The factors influencing purchasing
decisions in this study were analyzed using
logistic regression analysis. The dependent
variable (Y) in this analysis is a purchase
decision categorized into two, namely Y =
1 means buying, and Y = 0 means not
buying. While the independent variables (X)
used as factors that are thought to
influence purchasing decisions are product
(X1), price (X2), promotion (X3), location
(X4), social (X5), culture (X6), individual (X7)
and psychological (X8). Logistic regression
analysis in this study was carried out using
Valentina Sri Basa Tambunan
1
Agus Setiadi
2
Edy Prasetyo
3
| 2016
the help of a computer application
program package in the form of Statistical
Program for Social Science (SPSS) version
23. The output results that need to be
considered in logistic regression analysis
are Goodness of Fit testing with Hosmer
Lemeshow and Nagelkerke R Square,
simultaneous testing with the Omnibus Test
of Model Coefficients, partial testing with
the Wald test, and Odd Ratio interpretation.
Validity Test
Table 1. Validity Test Results
Variable
Sig. Pearson correlation
1
2
3
4
5
Products (X1)
0,000
0,000
0,000
0,000
0,000
Price (X2)
0,000
0,000
0,000
0,000
0,000
Promotion (X3)
0,000
0,000
0,000
0,000
0,000
Location (X4)
0,000
0,000
0,000
0,000
0,000
Social (X5)
0,000
0,000
0,000
0,000
0,000
Culture (X6)
0,000
0,000
0,000
0,000
0,000
Individual (X7)
0,000
0,000
0,000
0,000
0,000
Psychological
(X8)
0,000
0,000
0,000
0,000
0,000
Source: Primary Data Processing (2022)
The validity test results of each variable
were analyzed using the significance value
of Pearson's correlation with the hypothesis
H
0
: invalid instrument and H
1
: valid
instrument. H0 is rejected if the Pearson
correlation value > the Pearson table
correlation or the sig value. < α so the
questionnaire is said to be valid. Each
variable in this study has an average sig
value. 0.000 so that H0 is rejected and H1 is
accepted because of the value of sig. < α =
0.05 or the questionnaire in this study is
valid.
Reliability Test
Table 2. Reliability Test Results
Variable
Cronbach's Alpha
Products (X1)
0,820
Price (X2)
0,824
Promotion (X3)
0,824
Location (X4)
0,821
Social (X5)
0,820
Culture (X6)
0,815
Individual (X7)
0,801
2017 | Analysis of Factors Affecting Purchasing Decision Consumer of Coconut Cooking Oil
at Modern Market In Semarang
Psychological (X8)
0,801
Source: Primary Data Processing (2022)
The reliability test results of each
variable were analyzed using Cronbach's
Alpha with hypotheses H
0
: reliable
instruments and H
1
: unreliable instruments.
H0 is accepted if Cronbach's Alpha value >
0.7 so that the questionnaire to be used in
the study is said to be reliable and can be
used repeatedly. The results showed that
each variable in this study had a Cronbach's
Alpha value of more than 0.8 so H 0 was
accepted because Cronbach's Alpha value
= 0.8 > 0.7 or the questionnaire in this
study was reliable, meaning that at
different times with the same questionnaire
produced fixed answers.
Logistic Regression Test
Table 3. Logistic Regression Test Results
Test
Result
Omnibus test
Chi-square
16,729
Itself.
0,033
Nagelkerke R Square
0,626
Hosmer and Lemeshow
Chi-square
10,624
Itself.
0,224
Source: Primary Data Processing (2022)
The Omnibus test in this study
produced a Chi-square value = 16.729 > a
table Chi-square value = 15.51 for free
degrees df = 8 and α = 0.05 or a big value.
= 0.033 < α = 0.05 so that
H0
is rejected and
H1 is accepted. Based on the Omnibus Test,
it can be concluded that product, price,
promotion, location, social, cultural,
individual, and psychological variables
simultaneously have a significant effect on
purchasing decisions for coconut cooking
oil at the Semarang Modern Market.
The value of the coefficient of
determination using Nagelkerke R Square
is 0.626. This shows that all independent
variables in this model, namely product,
price, promotion, location, social, cultural,
individual, and psychological variables can
explain purchasing decisions by 0.626 or
62.6% and the remaining 37.4% is
explained by other variables that are not
included in the study, such as personal
selling, distribution channels and so on
(Silvia, 2020).
The results of the model conformity
test using the Hosmer and Lemeshow test
with hypotheses H
0
: accepted and H
1
:
rejected. The test criterion is H0 rejected if
the Chi-square value > Chi-square table or
sig value. < α. Hosmer and Lemeshow's test
in this study yielded a Chi-square value =
10.624 < a table Chi-square value = 15.51
for free degrees df = 8 and α = 0.05 or a
big value. = 0.224 > α = 0.05 so that
H0
is
accepted. Based on the test of Hosmer and
Lemeshow, it can be concluded that the
Valentina Sri Basa Tambunan
1
Agus Setiadi
2
Edy Prasetyo
3
| 2018
logistic regression model for purchasing
decisions for coconut cooking oil in the
Modern Market of Semarang City is
appropriate.
Uji Odd Ratio
Table 4. Variable coefficient value
Variable
Coefficient (b)
Wald (sig.)
Odds Ratio (exp β)
(Constant)
-1.505
0.576
0.222
Product
0.780
0.011
2.181
Price
1.272
0.003
0.279
Promotion
-0.008
0.972
1.008
Location
1.477
0.006
4.379
Social
0.40
0.089
1.041
Culture
-0.951
0.024
0.386
Individual
0.032
0.910
0.969
Psychological
0.969
0.025
1.101
Source: Primary Data Processing (2022)
Based on product variables, it can be
known that the odd ratio value is 2.188 with
a positive B coefficient of 0.780. Coefficient
B shows a positive influence on the
purchase decision of coconut cooking oil
assuming the other variables are constant.
Based on the price variable, it can be
known that the odd ratio value is 0.279 with
a positive B coefficient of 1.272. Coefficient
B shows a positive influence on the
purchase decision of coconut cooking oil
assuming the other variables are constant.
Based on the promotion variable, it can
be known that the odd ratio value is 1.008
with a coefficient B of -0.008. A negative
sign on coefficient B indicates a negative
influence on the purchase decision of
coconut cooking oil assuming the other
variables are constant.
Based on the location variable, it can
be known that the odd ratio value is 4.379
with a positive B coefficient of 1.477.
Coefficient B shows a positive influence on
the purchase decision of coconut cooking
oil assuming the other variables are
constant.
Based on social variables, it can be
known that the odd ratio value is 1.041 with
a positive B coefficient of 0.40. Coefficient
B shows a positive influence on the
purchase decision of coconut cooking oil
assuming the other variables are constant.
Based on cultural variables, it can be
known that the odd ratio value is 0.386 with
a coefficient B of -0.951. A negative sign on
coefficient B indicates a negative influence
on the purchase decision of coconut
cooking oil assuming other variables are
constant
Based on individual variables, it can be
known that the odd ratio value is 0.969 with
a positive B coefficient of 0.032. Coefficient
B shows a positive influence on the
purchase decision of coconut cooking oil
2019 | Analysis of Factors Affecting Purchasing Decision Consumer of Coconut Cooking Oil
at Modern Market In Semarang
assuming the other variables are constant.
Based on psychological variables, it can
be known that the odd ratio value is 1.101
with a positive B coefficient of 0.969.
Coefficient B shows a positive influence on
the purchase decision of coconut cooking
oil assuming the other variables are
constant.
Uji Forest
Based on the price variable, it can be
seen that the results of the Wald test
produce a significance value of 0.003 < α =
0.05 then H
0
is rejected and H
1
is accepted.
It can be concluded that price variables
have a significant partial effect on the
decision to purchase coconut cooking oil in
the Semarang Modern Market
Based on the promotion variable, it can
be seen that the results of the Wald test
produce a significance value of 0.975 > α =
0.05 then H
0
is accepted and H
1
is rejected.
It can be concluded that the promotion
variable does not have a significant partial
effect on the decision to purchase coconut
cooking oil at the Semarang Modern
Market
Based on the location variable, it can
be seen that the results of the Wald test
produce a significance value of 0.006 < α =
0.05 then H
0
is rejected and H
1
is accepted.
It can be concluded that the location
variable has a significant partial effect on
the decision to purchase coconut cooking
oil in the Semarang Modern Market
Based on social variables, it can be
seen that the results of the Wald test
produce a significance value of 0.089 < α =
0.05 then H
0
is rejected and H
1
is accepted.
It can be concluded that social variables
have a significant partial effect on the
decision to purchase coconut cooking oil in
the Semarang Modern Market
Based on cultural variables, it can be
seen that the results of the Wald test
produce a significance value of 0.910 > α =
0.05 then H
0
is accepted and H
1
is rejected.
It can be concluded that cultural variables
do not have a significant partial effect on
the decision to purchase coconut cooking
oil at the Semarang Modern Market
Based on individual variables, it can be
seen that the Wald test results in a
significance value of 0.024 < α = 0.05 then
H
0
is rejected and H
1
is accepted. It can be
concluded that individual variables have a
significant partial effect on the decision to
purchase coconut cooking oil in the
Semarang Modern Market
Based on psychological variables, it can
be seen that the results of the Wald test
produce a significance value of 0.025 < α =
0.05 then H
0
is rejected and H
1
is accepted.
It can be concluded that psychological
variables have a significant partial effect on
the decision to purchase coconut cooking
oil in the Semarang Modern Market
The logistic regression equation
formed for the purchase decision of
coconut cooking oil is as follows:
Y = ln= -1.505 + 0.780X 1 – 1.276X
2
+ 0.008X
3
+........ + 0.096X
8
+ e...... (6)
Or in the form of P:
Valentina Sri Basa Tambunan
1
Agus Setiadi
2
Edy Prasetyo
3
| 2020
The equation of the logistic regression
model is to calculate the estimated value of
the opportunity for the emergence of
coconut cooking oil purchase decisions in
the Semarang City Modern Market.
Estimation of Logistic Regression Parameters at the Lowest Scale
Table 5. Estimation of Logistic Regression Parameters at the Lowest Scale
Variable
Information
Characteristics of Respondents
X1
Product
Strongly Disagree (5)
X2
Price
Strongly Disagree (5)
X3
Promotion
Strongly Disagree (5)
X4
Location
Strongly Disagree (5)
X5
Social
Strongly Disagree (5)
X6
Culture
Strongly Disagree (5)
X7
Individual
Strongly Disagree (5)
X8
Psychological
Strongly Disagree (5)
Opportunity
Value
0,234
Based on the calculation results, it can
be seen that the average chance with the
lowest rating scale, where consumers
strongly disagree that explanatory variables
influence the decision to purchase coconut
cooking oil in the Semarang Modern
Market is 0.234 or 23.4%.
Estimation of Logistic Regression Parameters at the Highest Scale
Table 6. Estimation of Logistic Regression Parameters at the Highest Scale
Variable
Information
Characteristics of Respondents
X1
Product
Very Agree (1)
X2
Price
Very Agree (1)
X3
Promotion
Very Agree (1)
X4
Location
Very Agree (1)
X5
Social
Very Agree (1)
X6
Culture
Very Agree (1)
X7
Individual
Very Agree (1)
X8
Psychological
Very Agree (1)
Opportunity Value
0,790
Source: Primary Data Processing (2022)
2021 | Analysis of Factors Affecting Purchasing Decision Consumer of Coconut Cooking Oil
at Modern Market In Semarang
Based on the calculation results, it can
be seen that the average opportunity with
the highest rating scale, where consumers
strongly agree that explanatory variables
influence the decision to purchase coconut
cooking oil (coconut cooking oil) in the
Semarang Modern Market by 0.790 or 79%.
Accuracy of Classification of Purchasing Decisions
Table 7. Accuracy of Classification of Purchasing Decisions
Observation
Predictions
True (%)
Not Buying
Buy
Not Buying
6
21
22,2
Buy
4
69
94,5
Overall (%)
75
Source: Primary Data Processing (2022)
The accuracy of measurement in this
study is based on obtaining a classification
accuracy value of 75%, which means that
the equation of the proposed logistic
regression model shows the grouping of
respondents' decisions in purchasing
coconut cooking oil correctly by 75% and
the remaining 25% of respondents did not
decide to buy. The decision of respondents
who did not buy coconut cooking oil has
been correctly grouped by 22.2% and the
remaining 77.8% experienced
misclassification in the decision not to buy.
The decision of respondents who buy
coconut cooking oil is grouped correctly by
69% and the remaining 31% have
misclassified in the decision to buy
CONCLUSIONS
Consumers of coconut cooking oil in
Semarang Modern Market have dominated
women, the majority are aged between 36
- 45 years, educational background is
dominated by Bachelor (S1) level, type of
work is dominated by Housewives (IRT) and
the average income level is > Rp
10,000,000,-. The majority of coconut
cooking oil consumers in Semarang
Modern Market choose the 1000 ml Barco
brand with an average purchase of 2 packs
in one month, having an average purchase
frequency of 2 times a month with purchase
expenditures ranging from > IDR 100,000 –
IDR 200,000 per month.
The results of logistic regression
analysis show that simultaneously
(simultaneously) product, price, location,
social, individual, and psychological
variables have a significant effect on
purchasing decisions for coconut cooking
oil in the Semarang Modern Market.
Partially, product, price, location, social,
individual, and psychological variables have
a significant effect on the decision to
purchase coconut cooking oil in the
Semarang Modern Market.
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Semarang City in 2021 Figures
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Valentina Sri Basa Tambunan
1
Agus Setiadi
2
Edy Prasetyo
3
| 2022
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