ABSTRACT:- Purchasing by consumers is the ultimate goal to be achieved by every company. Various strategies are pursued so that consumers buy products or use services offered by the company. The decision to buy vegetables in six traditional markets (Simpang Limun, Bakti, Crooked Lips, Garuda Mandala, Sukaramai, and Education) was made in this study involving 180 respondents. They are consumers who shop at six traditional markets. Six variables are involved to analyze purchasing decisions, namely price, location, trust, comfort, product quality, service quality. The questionnaire was distributed as a tool to collect research data and then analyzed by the method of multiple linear regression analysis.
The results showed that six variables (price, location, trust, comfort, product quality, service quality) influenced the decision to buy vegetables in a traditional market in Medan, Indonesia. This shows that the six variables studied must always be evaluated by traders because they have a significant influence on vegetable purchasing decisions in traditional markets. The traders are expected to make the results of this research as an improvement or even improve the current situation so that the level of vegetable sales increases in some traditional markets in Medan.
KEYWORDS:- Buying decision, convenience, location, price, product quality, service quality, trust