Analysis of the Effect of Consumer Characteristics on Purchasing Decisions Ducks at the Traditional Market, Makassar City
Windiana1, Kasmiyati Kasim2, a), Muh. Ridwan2

1Fresh Graduate at the Department of Animal Science and Technologi, of Hasanuddin University, Perintis Kemerdekaan Street KM.10 Makassar 90245, Indonesia
2Lecturer at the Department of Social Economic, Faculty of Animal Science, Hasanuddin University, Perintis Kemerdekaan Street KM.10 Makassar 90245, Indonesia.
a)Corresponding author: kasmiyatikasim[at]gmail.com

Abstract

Daya, Toddopuli, and Pannampu traditional markets are markets in the Makassar City area that sell quite a lot of ducks. This study aims to analyze the effect of consumer characteristics on purchasing decisions in traditional markets in Makassar City. The research was used from June to August 2022. The data sources in this study are primary data and secondary data. The type of data is quantitative data. The method in this study uses a survey method. Data collection techniques are through observation, interviews, and questionnaires. The data analysis used is binary logistic regression analysis. The results of this study simultaneously are that the variables age, income, occupation, gender, and the number of family members have a significant effect on purchasing decisions. And partially, gender and age variables, income, occupation, and the number of family members have a significant effect on duck purchasing decisions in traditional markets in Makassar City. Meanwhile, the sex variable has no significant effect on the purchasing decision of the ducks.

Keywords: binary logistic regression, consumer characteristics, purchasing decisions

Topic: Socio Economic of Agriculture