Analysis of Factors Influencing Consumer Purchase Decisions for Hydroponic Vegetables

Abstract

This study analyzes factors influencing consumer purchase decisions for hydroponic vegetables at Hypermart The Park in Kendari, Indonesia. Using a quantitative approach with 50 respondents, the research examined the effects of income, product attributes, price, location, and promotion on purchase decisions. Data were analyzed using multiple linear regression. The findings show that, simultaneously, all five factors significantly influence purchase decisions. However, only location has a significant partial effect, indicating that convenience and accessibility are key drivers. Income, price, product, and promotion did not show significant individual effects, likely due to homogeneity in respondent profiles. The study highlights the importance of strategic retail placement and suggests targeted promotional efforts to further stimulate demand for hydroponic vegetables.