Analysis of Consumer Attitudes on Purchase Decisions for Fresh Vegetable Products at the Modern Market in Medan City

Abstract

Vegetables are an important part of a healthy diet. Vegetables that are consumed in moderation can help protect the body from all diseases. During the pandemic, sales of vegetables increased 3 times from before, because during the pandemic, many consumers chose a healthy lifestyle by consuming fresh vegetables. Economically, traditional markets are able to fulfill the necessities of life and serve as a space for empowering the people's economy. However, currently the modern market does not only target the middle and upper market, but almost all segments are the target market. The higher the socio-economic status of the community, the higher the demand for quality needs and needs. For this purpose, it is important to conduct research on the Analysis of Consumer Attitudes on Purchase Decisions for Fresh Vegetable Products at the Modern Market in Medan City. In this study used the method Multiple linear regression analysis was used to determine the effect of age, income, education level, number of dependents on the decision to buy fresh vegetables in the modern market in Medan City. The decision to purchase fresh vegetables at the Medan City Modern Market (Smarco Supermarket, Brastagi Supermarket, Hypermart and Irian) is significantly influenced by the consumer's education level, while the consumer's age, consumer income and the number of consumer dependents have no positive effect. Factors of consumer education level, consumer age, consumer income and the number of consumer dependents have a positive effect.