Analisis Faktor Keputusan Pembelian Konsumen Ikan Hias Chinese High Fin di PT Qian Hu Joe Aquatic Indonesia

Abstract

Penjualan ikan hias Chinese High Fin di PT Qian Hu Joe Aquatic Indonesia mengalami fluktuasi yang memengaruhi pemasaran di pasar domestik. Penelitian ini bertujuan menganalisis pengaruh harga, produk, promosi, dan distribusi terhadap keputusan pembelian konsumen serta menyusun rekomendasi pengembangan pemasaran. Penelitian dilakukan secara kuantitatif dengan analisis regresi linier berganda terhadap 96 responden. Hasil penelitian menunjukkan bahwa harga berpengaruh negatif, sedangkan distribusi berpengaruh positif dan menjadi faktor yang paling dominan dalam keputusan pembelian. Rekomendasi pengembangan pemasaran dilakukan melalui penguatan jaringan reseller dan pemanfaatan media digital untuk memperluas jangkauan pasar. Proyeksi penjualan meningkat dari 17.747 ekor menjadi 23.543 ekor, yang diikuti dengan peningkatan penerimaan dan kinerja usaha. Dengan demikian, penguatan saluran distribusi berpotensi mendukung peningkatan penjualan ikan hias Chinese High Fin di PT Qian Hu Joe Aquatic Indonesia.

Sales of Chinese High Fin ornamental fish at PT Qian Hu Joe Aquatic Indonesia have experienced fluctuations that affect domestic marketing performance. This study aimed to analyze the effects of price, product, promotion, and distribution on consumer purchasing decisions and to formulate marketing development recommendations. The research employed a quantitative approach using multiple linear regression analysis with 96 respondents. The results showed that price had a negative effect, while distribution had a positive effect and was the most dominant factor influencing purchasing decisions. The recommended marketing strategy focuses on strengthening reseller networks and utilizing digital media to expand market reach. Sales are projected to increase from 17.747 to 23.543 fish, accompanied by higher revenue and improved business performance. Therefore, strengthening distribution channels has the potential to support the growth of Chinese High Fin ornamental fish sales at PT Qian Hu Joe Aquatic Indonesia.