FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN AYAM KAMPUNG (GALLUS DOMESTICUS): PENDEKATAN REGRESI LOGISTIK BINER DI PASAR BASAH KOTA KENDARI

Abstrak

Free-range chicken is favored by people in Kendari City because it is considered healthier and more natural, yet the factors driving consumers’ purchase decisions for this commodity have rarely been examined quantitatively. This study aims to analyze the factors influencing consumers’ purchase decisions for free-range chicken at the Wet Market (Mandonga Mall) in Kendari City. The research was conducted from July 2023 to August 2024, involving 70 respondents (35 consumers who purchased and 35 who did not purchase free-range chicken) selected through accidental sampling. Data were analyzed using binary logistic regression with cultural, social, personal, and psychological factors, chicken price, age, and income as independent variables. The model fit tests indicated that the model was suitable for use, with a Hosmer and Lemeshow value of 0.724 and a Nagelkerke R² of 0.790, meaning the seven independent variables explained 79.0 percent of the variation in purchase decisions. The partial Wald test showed that cultural, personal, psychological, price, and age factors had a significant and positive effect on purchase decisions, while social factors and income had no significant effect. The highest odds ratio was found for the psychological factor (15.147), indicating that motivation, perception, and consumer experience are the strongest considerations in the decision to purchase free-range chicken. These findings imply that traders and producers should strengthen marketing strategies based on cultural values, health perceptions, and price suitability.