Faktor-Faktor Yang Mempengaruhi Keputusan Konsumen Dalam Pembelian Sayuran Di Pasar Simpang Tujuh Ulee Kareng

Vegetables are food items consumed by the population to meet its daily food needs and the provincial administration reports that the people of Aceh increased in consumption of vegetables and fruits by 2018, as much as 18,1%. The study aims to find out what factors affect consumer decisions in the purchasing of vegetables and to find out which factors most strongly influence the decision of the consumer in the purchasing of vegetables at the Ulee Kareng. The study is carried out in the Ulee Kareng market in December 2020. Data collection methods are done with survey methods using a survey method using questionnaire made up of 6 (six) sub-chapter on lifestyles, attitudes, qualities, prices, locations, and purchase decisions related to research and analysis methods using regression analysis with the help of the SPSS device. The results of this study indicate that lifestyle, attitude, quality, price, and location factors affected the decision of buying vegetables in the box-market seven Ulee Kareng and that the price factors were the most dominant to influence the decision of buying vegetables in the Ulee Kareng Seven Intersections.