Electronic Theses and Dissertation

Beras merupakan kebutuhan pokok masyarakat Indonesia sekaligus bahan utama dalam usaha pedagang nasi. Perbedaan karakteristik usaha pedagang nasi di wilayah Kopelma Darussalam Banda Aceh menyebabkan variasi dalam pengambilan keputusan pembelian beras, yang dipengaruhi oleh kualitas fisik, harga dan merek, serta pemasok. Penelitian ini bertujuan untuk menganalisis pengaruh faktor kualitas fisik, harga dan merek, serta pemasok terhadap keputusan pembelian beras oleh pedagang nasi. Penelitian menggunakan pendekatan deskriptif kuantitatif dengan metode survei terhadap 30 pedagang nasi yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan uji validitas dan reliabilitas, uji korelasi Spearman, uji asumsi klasik, serta analisis regresi linear berganda yang dilanjutkan dengan uji F, uji t, dan koefisien determinasi (R²) menggunakan SPSS versi 25. Hasil penelitian menunjukkan seluruh instrumen valid dan reliabel serta memenuhi asumsi klasik. Uji korelasi Spearman menunjukkan bahwa frekuensi pembelian beras memiliki hubungan signifikan dengan variabel penelitian. Uji F membuktikan bahwa kualitas fisik, harga dan merek, serta pemasok berpengaruh secara simultan terhadap keputusan pembelian, sedangkan uji t menunjukkan kualitas fisik dan harga serta merek berpengaruh signifikan, sementara pemasok tidak berpengaruh signifikan. Nilai R² sebesar 0,358 menunjukkan bahwa 35,8% variasi keputusan pembelian dijelaskan oleh model penelitian.

Rice is a staple food in Indonesia as well as the main raw material for rice vendors. Differences in business characteristics among rice vendors in the Kopelma Darussalam area of Banda Aceh lead to variations in rice purchasing decisions, which are influenced by physical quality, price and brand, and suppliers. This study aimed to analyze the effect of physical quality, price and brand, and suppliers on rice purchasing decisions among rice vendors. The research employed a descriptive quantitative approach using a survey method involving 30 rice vendors selected through purposive sampling. Data were collected through questionnaires and analyzed using validity and reliability tests, Spearman correlation analysis, classical assumption tests, and multiple linear regression analysis, followed by F-test, t-test, and coefficient of determination (R²) analysis using SPSS version 25. The results showed that all instruments were valid and reliable and met the classical assumption requirements. Spearman correlation analysis indicated that rice purchase volume had a significant relationship with the research variables. The F-test demonstrated that physical quality, price and brand, and suppliers simultaneously affected purchasing decisions, while the t-test showed that physical quality and price and brand had a significant effect, whereas suppliers did not have a significant effect. An R² value of 0.358 indicates that 35.8% of the variation in purchasing decisions is explained by the research model.