The Factors that Influencing Consumers in Making Purchase Decisions Cayenne Pepper (Capsicum frustescens L.)

Amellia, Riski; Wijaya, I Putu Eka; Amellia, Riski; Wijaya, I Putu Eka

doi:10.20956/jsep.v20i1.29840

Open access Jurnal

The Factors that Influencing Consumers in Making Purchase Decisions Cayenne Pepper (Capsicum frustescens L.)

Faktor-Faktor yang Memengaruhi Konsumen dalam Pengambilan Keputusan Pembelian Cabai Rawit (Capcisum frustescens L.)

Jurnal Sosial Ekonomi Pertanian · Vol. 20 No. 1 (2023) · pp. 65–76

DOI: 10.20956/jsep.v20i1.29840
ISSN: 2598-5922, 0853-8395
Published: 2023-12-19
Publisher: Hasanuddin University
Language: en
License: creativecommons.org/licenses/by-nc/4.0

Abstract

English

Cayenne pepper is a potential commodity to be cultivated because of its high selling value. In addition, the business opportunity for cayenne pepper is also high along with the high demand for cayenne pepper in Indonesia and abroad. This study aims to analyze the factors that influence the purchasing decision of cayenne pepper simultaneously and partially. The research method used is descriptive quantitative. Sampling was carried out by accidental sampling with a sample of 100 respondents. This study uses primary data obtained from interviews, questionnaires, and observations as well as secondary data obtained from books, journals, articles, and the Internet. Variable measurement uses a Likert scale which is then transformed with the Successive Interval Method (MSI). Test the data instrument using a validity test and reliability test. The classic assumption test used the normality test, multicollinearity test, heteroscedasticity test, autocorrelation test, and hypothesis testing using multiple linear regression analysis. The result of this study is that cultural, social, personal, and psychological factors influence purchasing decisions simultaneously. Partially social factors (X2), personal factors (X3), and psychological factors (X4) significantly influence the purchasing decision of cayenne pepper with a positive coefficient. Cultural factors (X1) have no significant effect on the decision to buy cayenne pepper.

Bahasa Indonesia

Cabai rawit merupakan komoditi potensial untuk di budidayakan karena nilai jualnya yang tinggi. Selain itu peluang bisnis cabai rawit juga tinggi seiring dengan tingginya kebutuhan cabai rawit di Indonesia maupun luar negri. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang berpengaruh dalam keputusan pembelian cabai rawit secara simultan dan parsial. Metode penelitian yang digunakan adalah deskriptif kuantitatif. Pengambilan sampel dilakukan dengan cara accidental sampling dengan sampel sebanyak 100 responden. Penelitian ini menggunakan data primer yang diperoleh dari wawancara, kuesioner dan observasi serta data sekunder yang diperoleh dari buku, jurnal, artikel dan internet. Pengukuran variabel menggunakan skala likert yang kemudian ditransformasi dengan Metode Suksesif Interval. Uji instrumen data menggunakan uji validitas dan uji realibilitas. Uji asumsi klasik yang digunakan adalah uji normalitas, uji multikolinieritas, uji heteroskedastisitas dan uji autokorelasi serta uji hipotesis dengan menggunakan analisis regresi linier berganda. Hasil dari penelitian ini adalah faktor budaya, sosial, pribadi dan psikologis berpengaruh secara simultan terhadap keputusan pembelian. secara parsial faktor sosial (X2), faktor pribadi (X3), dan faktor psikologis (X4) berpengaruh nyata terhadap keputusan pembelian cabai rawit dengan koefisien positif. Faktor budaya (X1) tidak berpengaruh nyata terhadap keputusan pembelian cabai rawit.

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Co-author	Organisation	Joint articles
Abu Bakar	Affiliation unknown	1
Putri Nabila	Affiliation unknown	1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/jsep/oai, first harvested 5 Nov 2026, last seen 5 Nov 2026.

Original metadata (oai_dc)

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	<dc:title xml:lang="en">The Factors that Influencing Consumers in Making Purchase Decisions Cayenne Pepper (Capsicum frustescens L.)</dc:title>
	<dc:title xml:lang="id">Faktor-Faktor yang Memengaruhi Konsumen dalam Pengambilan Keputusan Pembelian Cabai Rawit (Capcisum frustescens L.)</dc:title>
	<dc:creator xml:lang="en">Amellia, Riski</dc:creator>
	<dc:creator xml:lang="en">Wijaya , I Putu Eka</dc:creator>
	<dc:creator xml:lang="id">Amellia, Riski</dc:creator>
	<dc:creator xml:lang="id">Wijaya , I Putu Eka</dc:creator>
	<dc:subject xml:lang="en">cayenne pepper, purchasing decision, consumers, traditional markets</dc:subject>
	<dc:subject xml:lang="id">cabai rawit, keputusan pembelian, konsumen, pasar tradisional</dc:subject>
	<dc:description xml:lang="en">Cayenne pepper is a potential commodity to be cultivated because of its high selling value. In addition, the business opportunity for cayenne pepper is also high along with the high demand for cayenne pepper in Indonesia and abroad. This study aims to analyze the factors that influence the purchasing decision of cayenne pepper simultaneously and partially. The research method used is descriptive quantitative. Sampling was carried out by accidental sampling with a sample of 100 respondents. This study uses primary data obtained from interviews, questionnaires, and observations as well as secondary data obtained from books, journals, articles, and the Internet. Variable measurement uses a Likert scale which is then transformed with the Successive Interval Method (MSI). Test the data instrument using a validity test and reliability test. The classic assumption test used the normality test, multicollinearity test, heteroscedasticity test, autocorrelation test, and hypothesis testing using multiple linear regression analysis. The result of this study is that cultural, social, personal, and psychological factors influence purchasing decisions simultaneously. Partially social factors (X2), personal factors (X3), and psychological factors (X4) significantly influence the purchasing decision of cayenne pepper with a positive coefficient. Cultural factors (X1) have no significant effect on the decision to buy cayenne pepper.</dc:description>
	<dc:description xml:lang="id">Cabai rawit merupakan komoditi potensial untuk di budidayakan karena nilai jualnya yang tinggi. Selain itu peluang bisnis cabai rawit juga tinggi seiring dengan tingginya kebutuhan cabai rawit di Indonesia maupun luar negri. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang berpengaruh dalam keputusan pembelian cabai rawit secara simultan dan parsial. Metode penelitian yang digunakan adalah deskriptif kuantitatif. Pengambilan sampel dilakukan dengan cara accidental sampling dengan sampel sebanyak 100 responden. Penelitian ini menggunakan data primer yang diperoleh dari wawancara, kuesioner dan observasi serta data sekunder yang diperoleh dari buku, jurnal, artikel dan internet. Pengukuran variabel menggunakan skala likert yang kemudian ditransformasi dengan Metode Suksesif Interval.&amp;nbsp;&amp;nbsp; Uji instrumen data menggunakan uji validitas dan uji realibilitas. Uji asumsi klasik yang digunakan adalah uji normalitas, uji multikolinieritas, uji heteroskedastisitas dan uji autokorelasi serta uji hipotesis dengan menggunakan analisis regresi linier berganda.&amp;nbsp; Hasil dari penelitian ini adalah faktor budaya, sosial, pribadi dan psikologis berpengaruh secara simultan terhadap keputusan pembelian. secara parsial faktor sosial (X2), faktor pribadi (X3), dan faktor psikologis (X4) berpengaruh nyata terhadap keputusan pembelian cabai rawit dengan koefisien positif. Faktor budaya (X1) tidak berpengaruh nyata terhadap keputusan pembelian cabai rawit.</dc:description>
	<dc:publisher xml:lang="en">Hasanuddin University</dc:publisher>
	<dc:date>2023-12-19</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
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	<dc:identifier>https://journal.unhas.ac.id/index.php/jsep/article/view/29840</dc:identifier>
	<dc:identifier>10.20956/jsep.v20i1.29840</dc:identifier>
	<dc:source xml:lang="en">Jurnal Sosial Ekonomi Pertanian; Vol. 20 No. 1 (2024): February, 2024; 65-76</dc:source>
	<dc:source xml:lang="id">Jurnal Sosial Ekonomi Pertanian; Vol 20 No 1 (2024): Februari, 2024; 65-76</dc:source>
	<dc:source>2598-5922</dc:source>
	<dc:source>0853-8395</dc:source>
	<dc:language>en</dc:language>
	<dc:language>id</dc:language>
	<dc:relation>https://journal.unhas.ac.id/index.php/jsep/article/view/29840/10807</dc:relation>
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