# Effect analysis of market segmentation on purchasing decisions local rice in modern market
> Rukka R.M.

URL kanonis: https://discover.unhas.ac.id/publications/pub_scopus_85096467609
Jurnal / Konferensi: Iop Conference Series Earth and Environmental Science
Tahun terbit: 2020
DOI: https://doi.org/10.1088/1755-1315/575/1/012044
ISSN: 17551307
Citations: 1

## Authors
- Rukka R.M.

## Abstract
Abstract The background of this study discusses market segmentation of local rice purchasing decisions that have generally been bought by the public in traditional markets, but this time it was done in the modern market, simultaneously and partially and to study the most dominant variables. The approved independent variables are: geographical (X1), demographic (X2), psychographic (X3) and behavior (X4), with the dependent variable that is the purchasing decision (Y) on local rice in the modern market. To find out the large influence of the independent variable on the dependent variable, this study used a sample of 50 respondents of local rice consumers at the Modern Market of Carrefour Pengayoman in Makassar. While sampling uses the purposive sampling method. The analysis technique used in this study is multiple linear regression. The results of the SPSS test show that: (1) Market Segmentation determines simultaneously the purchasing decisions of local rice in the modern market significantly. (2) Market Segmentation partial decision on local rice purchasing decisions in the modern market, except demographic variables. (3) Behavior is the most dominant dominant variable in purchasing decisions. The company is expected to keep paying attention to demographic segmentation and find out other factors in increasing local rice.

## Keywords
- Purchasing
- Market segmentation
- Psychographic
- Nonprobability sampling
- Variables
- Segmentation
- Variable (mathematics)
- Business
- Purchasing decision
- Marketing
- Regression analysis
- Sample (material)
- Economics
- Mathematics
- Statistics
- Computer science
- Population
- Artificial intelligence
- Demography
- Mathematical analysis
- Chromatography
- Chemistry
- Sociology

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Sumber: Discover Unhas — RIMS Universitas Hasanuddin.
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