Open AccessMODEL PERSAMAAN STRUKTURAL UNTUK MENGETAHUI PERSEPSI KONSUMEN TERHADAP BUAH IMPOR
Author(s) -
I KADEK TEGUH PRADANA,
Ni Ketut Tari Tastrawati,
I Putu Eka Nila Kencana
Publication year - 2020
Publication title -
e-jurnal matematika
Language(s) - English
Resource type - Journals
ISSN - 2303-1751
DOI - 10.24843/mtk.2020.v09.i03.p292
Subject(s) - perception , structural equation modeling , advertising , product (mathematics) , psychology , business , mathematics , statistics , geometry , neuroscience
This research is aimed to determine the factors that significantly influence consumer perception in buying imported fruits using structural equation modeling (SEM) analysis. The study use 164 data obtained from questionnaire, which respondents were aged 18 years old or above, from Gianyar Regency, had bought and had felt imported fruits. The study use 4 latent variables (perception, product, personal, culture) with 19 measured variables. The results showed that consumer knowledge about imported fruits (product) and culture about the use of imported fruits in traditional ceremonies (culture) were significantly influence consumer perception about consumption of imported fruit (perception).