Factors Affecting Consumer Decision to Buy Berastagi Orange in Medan

Futri Medwina Siregar, Rahmanta ., Tavi Supriana

Abstract


Berastagi Orange is one of main fruit for Medan citizens in daily consume. Consumer decision is influenced by factors. This study aims to analyze through consumer decision to buy orange. The sample of this study are 120 orange’s consumers. Sampling method used binary logit regression. The results showed that price ratio and orange size influence positively to consumer decision while orange colour and consumer income do not influence consumer decision in buying Berastagi orange.

Keywords


Consumer Decision, Price Ratio, Size, Colour, Income, Binary Logit Regression

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