Analysis of Consumer Behavior in Freshwater Fish Purchase Decisions (A Case Study at the Sabilulungan Modern Fish Market, Bandung Regency, West Java, Indonesia)

This study aims to analyze the behavior of freshwater fish consumers in the Sabilulungan Modern Fish Market, Bandung Regency and to analyze the factors that encourage consumers to buy freshwater fish at PIM Sabilulungan. The method used in this research is a case study with research subjects, namely freshwater fish consumers at PIM Sabilulungan, using a rating scale analysis and rank spearman. The sampling technique used was accindental random sampling with a total of 40 respondents. The consumer purchasing decision process consists of five stages, namely the introduction of needs, information search, evaluation of alternatives, the purchase process and evaluation of post-purchase results. The results showed that at the introduction stage the need for motivation to purchase freshwater fish because fish have good nutrition, at the information search stage the source of information obtained by respondents was print / electronic media. In the alternative evaluation stage, the reason consumers buy freshwater fish at PIM Sabilulungan is because of the various types of fish. At the purchasing stage, respondents buy 1.1kg-3kg freshwater fish with a frequency of buying it twice a month. In the post-purchase evaluation stage, respondents are satisfied with the freshwater fish products being sold and the marketed prices are affordable. To see the factors that influence purchase motivation, the rank spearman test is used. The test results show that the product price and service quality are the factors that most influence the purchase decision of freshwater fish at the Sabilulungan Modern Fish Market with t count values ​​of 16.245 and 16.228.