Determinants of Consumer Purchase Decisions in The Fishery Sector

The Role of Service Quality, Price, and Location

Abstract

This study investigates the key determinants that influence consumer purchase decisions in the fishery sector, with particular emphasis on service quality, price, and location. The research employs a quantitative research design and involves 50 respondents selected through simple random sampling to ensure equal representation. Data were collected using structured questionnaires and analyzed using multiple linear regression to determine the significance and strength of each influencing factor. The results reveal that service quality and price have a significant and positive impact on consumer purchase decisions. Consumers tend to choose fishery products from sellers who provide responsive service, clear product information, and maintain a professional approach, alongside offering fair and competitive pricing. Conversely, the location factor does not show a significant effect, indicating that consumers in this context are less influenced by physical proximity, possibly due to increased online accessibility or flexible purchasing habits. The study suggests that businesses in the fishery sector should prioritize improving service interactions and pricing strategies to enhance consumer interest and strengthen purchasing decisions.