PENGARUH HARGA, KUALITAS PRODUK, PELAYANAN, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN DAGING SAPI DI PASAR TRADISIONAL JABODETABEK

Abstract

Konsumsi daging sapi di Indonesia masih relatif berfluktuasi, dipengaruhi oleh harga yang terus meningkat, kualitas produk, kualitas pelayanan, dan lokasi pasar tradisional. Penelitian ini bertujuan menganalisis pengaruh harga, kualitas produk, kualitas pelayanan, dan lokasi terhadap keputusan pembelian daging sapi di pasar tradisional Jabodetabek. Data primer diperoleh melalui penyebaran kuesioner kepada responden yang berusia minimal 20 tahun, berdomisili di wilayah Jabodetabek serta pernah membeli daging sapi di pasar tradisional dalam enam bulan terakhir. Analisis data dilakukan menggunakan metode Partial Least Square Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa harga, kualitas produk, dan lokasi berpengaruh signifikan terhadap keputusan pembelian, sedangkan kualitas pelayanan tidak berpengaruh signifikan. Implikasi manajerial dari penelitian ini adalah pedagang disarankan untuk mempertahankan lokasi kios yang strategis, meningkatkan efisiensi penyimpanan dan transparansi penimbangan, serta menyediakan potongan daging dengan rentang harga berbeda untuk mendorong keputusan pembelian konsumen di pasar tradisional Jabodetabek.

Beef consumption in Indonesia remains relatively fluctuating, influenced by continuosly rising prices, product quality, service quality, and the location of traditional markets. This study aims to analyze the influence of price, product quality, service quality, and location on beef purchasing decisions in traditional markets in Jabodetabek. Primary data were obtained through questionnaires distributed to respondents who were at least 20 years old, resided in the Jabodetabek area, and had purchased beef in traditional markets within the last six months. Data were analyzed using the Partial Least Square -Structural Equation Modeling (PLS SEM) method with the assistance of SmartPLS 4. The results show that price, product quality, and location have a significant effect on purchasing decisions, whereas service quality has no significant effect. The managerial implication of this study is that traders are advised to maintain strategically located stalls, improve storage efficiency and weighing transparency, and offer meat cuts across different price ranges to encourage consumer purchasing decisions in Jabodetabek's traditional markets.