The Influence of Stock Availability, Household Consumption Patterns, and Customer Relations on Purchasing Decisions at Sumber Market, Cirebon Regency

Abstract

The main problem in stock availability instability is caused by distribution from suppliers, while consumption patterns are determined by income fluctuations. Another phenomenon that is prominent in traditional markets is the quality of communication between traders and sellers, which influences purchasing decisions. These conditions prompted researchers to examine several variables that influence purchasing decisions in Sumber Market. This study aims to analyze factors including stock availability, household consumption patterns, and customer relations in influencing consumer purchasing decisions in Sumber Market. The type of research used is explanatory associative research with a quantitative approach. Since valid population data was not available, the sample size was determined using the Lemeshow formula, resulting in 96 respondents. Data was collected through questionnaires distributed to consumers at Sumber Market. The sampling technique used accidental sampling, while data analysis used logistic regression analysis. The results show that stock availability and customer relations have no significant effect on purchasing decisions, while household consumption patterns have a significant effect on purchasing decisions. However, simultaneously, stock availability, household consumption patterns, and customer relations have a significant effect on consumer purchasing decisions at Sumber Market. These findings indicate that consumer purchasing decisions in traditional markets are more influenced by household consumption needs and habits than by factors such as relationships with vendors or stock conditions at a particular seller.