Analysis of The Influence of Consumer Behavior and Consumer Trust on Fish Seed Purchasing Decisions Via Social Media at the UKM Dethan Bersaudara
DOI:
https://doi.org/10.30872/80dte142Keywords:
Consumer Behavior, Consumer Trust, Purchasing Decisions, FishAbstract
This research is motivated by the importance of increasing internet usage, understanding consumer behavior, and consumer trust in influencing fish seed purchasing decisions on social media, especially in Dethan Bersaudara UKM. The method used in this study is purposive sampling with saturated sample technique, and data collection through google form questionnaire. Data analysis used is Data Validity Test (validity test, reliability test), Classical Assumption Test (normality test, multicollinearity test, Multiple Linear Regression Test (t test, f test, coefficient of determination test). The results show that consumer behavior does not influence fish seed purchasing decisions on social media in Dethan Bersaudara UKM and consumer trust has a positive effect on fish seed purchasing decisions on social media in Dethan Bersaudara UKM. The R2 test (coefficient of determination) shows that consumer trust influences purchasing decisions by 37.2%, while the remaining 62.2% is influenced by variables outside the study. The conclusion is the importance of consumer trust in influencing fish seed purchasing decisions on social media in Dethan Bersaudara UKM. Therefore, the Dethan Bersaudara SME needs to continuously increase consumer trust by maintaining consistent product quality, understanding consumer needs, and providing accurate information. The implications of this research are that the Dethan Bersaudara SME needs to build and maintain consumer trust through social media, for example by responding quickly to comments, sharing positive testimonials, and demonstrating transparency in its operations. This is because consumer trust influences purchasing decisions. Further research with the same title in different research locations is needed to obtain diverse information.
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