Consumer Behavior Analysis in Purchase of Freshwater Fish in Bandung City (Case Study in the Traditional Market of Kosambi)

This research aimed to analyze the relationship of factors that influence consumer behavior in the purchase decision of freshwater fish in Kosambi Traditional Market. The research was conducted in March 2019 to March 2020. The method used in this research was a case study. The sampling technique was used accidental sampling method with 100 respondents. To analyze the behavior of consumers used attitude measurement analysis as measured by a Likert Scale. Correlation of qualitative data is used to analyze the relationship of factors that influence consumer behavior in freshwater fish purchasing decisions. The results showed that four factors that influenced the purchase decision of freshwater fish products had a significant relationship with the correlation coefficient values as follows: Cultural factors of 0.243, Social factors of -0.278, Personal factors of 0.631, and psychological factors of 0.427. Personal factor is the more dominant variable influencing and being considered by consumers in deciding to purchase freshwater fish because the personal factors are defined as psychological characteristics of a person that is different from others that causes relatively consistent and long-lasting responses to the environment.