DETERMINAN KEPUTUSAN PEMBELIAN KONSUMEN STREET FOOD DI LENGKONG KECIL KOTA BANDUNG TAHUN 2025

Muhamad Bagus Mario Khaerudin, - and Asti Dewi Rahayu Fitrianingsih, - and Widya Astuti, - (2025) DETERMINAN KEPUTUSAN PEMBELIAN KONSUMEN STREET FOOD DI LENGKONG KECIL KOTA BANDUNG TAHUN 2025. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Latar belakang: Penelitian ini bertujuan untuk menganalisis determinan keputusan pembelian makanan kaki lima pada konsumen di wilayah Lengkong Kecil, Kota Bandung, tahun 2025. Latar belakang penelitian ini didasarkan pada perubahan pola konsumsi pangan di wilayah urban, di mana makanan siap saji semakin diminati karena keterjangkauan dan kepraktisannya. Metode: Penelitian menggunakan desain analitik dengan pendekatan cross-sectional dan melibatkan 148 responden yang dipilih melalui kuesioner terstruktur. Variabel yang diteliti mencakup karakteristik sosiodemografis, persepsi terhadap hygiene, sanitasi, informasi gizi, akses pangan, dan pengelolaan anggaran. Hasil: Hasil analisis regresi logistik menunjukkan bahwa dari seluruh variabel, hanya persepsi terhadap akses pangan yang memiliki hubungan signifikan secara statistik dengan keputusan pembelian (p = 0,002; OR = 4,6; 95% CI: 1,7–12,3). Konsumen yang menilai akses pangan sebagai terjangkau cenderung lebih mungkin melakukan pembelian. Variabel lain seperti hygiene, informasi gizi, jenis kelamin, dan pengelolaan anggaran tidak menunjukkan pengaruh signifikan, namun tetap dipertimbangkan sebagai variabel perancu karena potensi pengaruh tidak langsung terhadap akses pangan. Simpulan: Temuan ini menekankan pentingnya kemudahan akses pangan, baik secara fisik maupun ekonomi dalam membentuk perilaku konsumsi masyarakat urban, serta perlunya penguatan strategi penyediaan makanan yang terjangkau, higienis, dan mudah dijangkau. Introduction: This study aims to analyze the determinants of street food purchasing decisions among consumers in the Lengkong Kecil area of Bandung City in 2025. The research was driven by shifting food consumption patterns in urban areas, where ready-to-eat meals are increasingly favored due to affordability and convenience. Using a cross-sectional analytical design, data were collected from 148 respondents through structured questionnaires. Methods: Variables studied included sociodemographic characteristics, perceptions of food hygiene, sanitation, nutrition information, food access, and budget management. Result: Logistic regression analysis revealed that among all the variables, only perceived food access showed a statistically significant relationship with purchasing decisions (p = 0.002; OR = 4.6; 95% CI: 1.7–12.3). Consumers who perceived food access as affordable were significantly more likely to make purchases. Other variables, such as hygiene, nutrition information, gender, and budget management, did not show statistical significance but were included as confounding factors due to their potential indirect influence on food access. Conclusion: These findings highlight the central role of food accessibility, both physical and economic in shaping consumer behavior in street food settings. The study suggests that improving food availability in strategic, affordable, and hygienic ways could encourage healthier and more intentional consumption patterns in urban environments.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=en&user=WWQjCWcAAAAJ ID SINTA Dosen Pembimbing ASTI DEWI RAHAYU FITRIANINGSIH: 6681726 Widya Astuti: 6745724
Uncontrolled Keywords:	Kata Kunci: akses pangan; keputusan pembelian; makanan jalanan; pangan perkotaan; perilaku konsumen. Keywords: consumer behavior; food access; purchasing decision; street food; urban food.
Subjects:	H Social Sciences > HC Economic History and Conditions H Social Sciences > HF Commerce
Divisions:	Fakultas Pendidikan Olahraga dan Kesehatan > S1 Gizi
Depositing User:	Muhamad Bagus Mario Khaerudin
Date Deposited:	13 Aug 2025 09:53
Last Modified:	15 Aug 2025 07:19
URI:	http://repository.upi.edu/id/eprint/135408

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