PURCAHASE DECISION OF KOI FISH ASSESSED FROM PARENT QUALITY,
HEALTH AND SOCIAL MEDIA

PURCAHASE DECISION OF KOI FISH ASSESSED FROM PARENT QUALITY,
HEALTH AND SOCIAL MEDIA

Broodstock quality, Fish Health, Social Media and Purchasing Decisions

The purpose of this study was to analyze the simultaneous and partial effect of
broodstock quality, fish health and social media on purchasing decisions for koi
fish at Merapi Koi Farm, Magelang Regency. This type of research is descriptive
quantitative. The population is all consumers who purchase koi fish at Merapi Koi
Farm, Magelang district with an unknown amount. The sampel is 100 customers.
Who buys ornamental koi fish at Merapi Koi Farm. Data obtained from a
questionnaire with a sampling technique purposive sampling. The data analysis
technique used is multiple linear regression analysis. The results of the F test prove
that the quality of broodstock, fish health and social media simultaneously affect
the purchasing decision for ornamental koi fish at Merapi Koi Farm, Magelang
Regency, where the value Fhitung is 49,713 > Ftabel which is as big 2,70 with
significance 0,000 which means <0,05.Test resultst shows that brood stock
quality, fish health and social media have a positive and significant effect on
purchasing decisions for ornamental koi fish at Merapi Koi Farm, Magelang
Regency.

Rifi Ardiansah, Siti Maryam, Fitri Setya Marwati

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2022

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