期刊名称：IOP Conference Series: Earth and Environmental Science
印刷版ISSN：1755-1307
电子版ISSN：1755-1315
出版年度：2020
卷号：575
期号：1
DOI：10.1088/1755-1315/575/1/012044
语种：English
出版社：IOP Publishing
摘要：The background of this study discusses market segmentation of local rice purchasing decisions that have generally been bought by the public in traditional markets, but this time it was done in the modern market, simultaneously and partially and to study the most dominant variables. The approved independent variables are: geographical (X1), demographic (X2), psychographic (X3) and behavior (X4), with the dependent variable that is the purchasing decision (Y) on local rice in the modern market. To find out the large influence of the independent variable on the dependent variable, this study used a sample of 50 respondents of local rice consumers at the Modern Market of Carrefour Pengayoman in Makassar. While sampling uses the purposive sampling method. The analysis technique used in this study is multiple linear regression. The results of the SPSS test show that: (1) Market Segmentation determines simultaneously the purchasing decisions of local rice in the modern market significantly. (2) Market Segmentation partial decision on local rice purchasing decisions in the modern market, except demographic variables. (3) Behavior is the most dominant dominant variable in purchasing decisions. The company is expected to keep paying attention to demographic segmentation and find out other factors in increasing local rice.
