Faktor-Faktor Yang Mempengaruhi Jumlah Pembelian Kerupuk Gurita (Studi Pada Kerupuk Gurita Maknyos Di Desa Linau Kecamatan Maje Kabupaten Kaur)

Abstract

Linau Village, located in Maje District, Kaur Regency, Bengkulu Province, along the western coast of Sumatra, is known as one of the largest octopus-producing centers in Kaur Regency. Most of the local population works as fishermen engaged in fishing and octopus catching at the sea. The octopus catch is processed into various products such as ready-to-eat foods, dried octopus, and one of the main derivative products—octopus crackers. One of the prominent octopus processing enterprises is the Small and Medium Industry (SMI) Putra Daerah in Linau Village, which produces the flagship product Kerupuk Gurita Maknyos (KURITOS). This study was conducted from October to November 2023, involved 96 respondents. The purpose of this research is to analyze the purchasing quantity of Kerupuk Gurita Maknyos and to identify the factors influencing consumers’ purchasing decisions in Linau Village, Maje District, Kaur Regency. The analysis of purchasing quantity was conducted by calculating the total number of consumer purchases, and the influencing factors were examined using multiple linear regression analysis. The results showed that the total purchase of Kerupuk Gurita Maknyos reached 567 packs per month, with an average of 5.91 packs or approximately 6 packs per consumer. Based on the regression analysis, it was found that taste preference, price perception, and family income variables significantly influenced the purchase quantity of Kerupuk Gurita Maknyos.