DETERMINAN KEPUTUSAN PEMBELIAN SAYURAN HIDROPONIK: PERAN FAKTOR PRIBADI DAN PSIKOLOGIS DI KECAMATAN BREBES

Authors

  • Titin Nur Laela Universitas Muhadi Setiabudi
  • Khusnul Khotimah Universitas Muhadi Setiabudi
  • M Erwin Dwi Lisyanto Universitas Muhadi Setiabudi
  • Suci Nur Utami Universitas Muhadi Setiabudi
  • Muhammad Dini Adita Universitas Muhadi Setiabudi

DOI:

https://doi.org/10.33061/yfhzv878

Abstract

The increasing public awareness of healthy lifestyles has driven the demand for hydroponic vegetables as a hygienic and high-quality food alternative. This study aims to analyze the influence of cultural, social, personal, and psychological factors on purchasing decisions of hydroponic vegetables in Brebes District. The research employed a descriptive quantitative approach using multiple linear regression analysis. Data were collected through questionnaires distributed to 100 respondents selected using simple random sampling. The partial test results indicate that personal and psychological factors have a significant effect on purchasing decisions, with significance values of 0.000 (<0.05). The personal factor shows the strongest influence with a regression coefficient of 0.253, followed by the psychological factor at 0.252. Meanwhile, cultural and social factors do not have a significant effect, with significance values of 0.650 and 0.663 (>0.05), respectively. Simultaneous testing reveals that all independent variables jointly have a significant effect on purchasing decisions, with an F-value of 48.276 and a significance level of 0.000.

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Published

30-04-2026

Issue

Vol. 28 No. 1 (2026): JURNAL INNOFARM : Jurnal Inovasi Petanian

Section

Artikel

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Copyright (c) 2026 Titin Nur Laela; Khusnul Khotimah, M Erwin Dwi Lisyanto, Suci Nur Utami, Muhammad Dini Adita

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