Pengaruh Mekanisme Jual Beli Ikan, Kepercayaan Pelanggan dan Keunggulan Bersaing terhadap Keputusan Pembelian Ikan di TPI Desa Krakahan Kecamatan Tanjung Kabupaten Brebes

Abstract

The research was carried out at TPI Krakahan Village, Tanjung District, Brebes Regency. This study aims to determine the influence of fish buying and selling mechanisms, fisherman trust and the advantages of fishing on fish purchase decisions in TPI Krakahan Village, Tanjung District, Brebes Regency. This research is a type of quantitative research. The data collection method used in this study was by means of an interview with the head of TPI Krakahan Village, with sampling, namely non-probability sampling with purposive sampling technique. The data analysis in this study is a multiple linear regression analysis with the help of SPSS. The data obtained was in the form of primary data, for secondary data obtained from other media sources such as books and journals related to the focus of this research. The results of this study show that the mechanism of buying and selling fish has a positive and significant influence on purchasing decisions at TPI with a value of table t 3.277 > table t 1.88282, customer trust has a positive and significant effect on fish purchase decisions at TPI with a table value of t 2.768 > table t 1.88282, and competitive advantage has a positive and significant effect on fish purchase decisions at TPI with table value t 7.154 > table t 1.88282. The results of the simultaneous test showed that the variables of buying and selling mechanism, customer trust, and competitive advantage together affected the purchase decision with a value of F table 31.2651 > F table 2.46.