Factors that Influence Purchasing Decisions of Crystal Guava

Factors that influence purchasing decisions need to be known in order to be consideration in crystal guava developing products and reaching a wider market. This research have goals to analyze consumer characteristic and factors that influence the purchasing decision of crystal guava in agrotourism owned by UPTD Dinas Pertanian, Semarang City. Research methodwas survey method. Research location were located in Agrowisata Cepoko and Agrowisata Purwosari which is determined purposively with considerations; the agrotourism is managed by Dinas Pertanian, crystal guava’s price is cheaper, and consumers interest is quite high. Number of respondents was determined using quota sampling with total 100 people, consist of 67 consumers in Agrowisata Cepoko and 33 consumers in Agrowisata Purwosari, while sample selection was determined by accidental sampling. Descriptive analysis and multiple linear regression analysis were analysis data that used in this research.. The result showed consumer is female, aged 39-45 years, have high school education and Bachelor/ Diploma, have other jobs (majority was housewives) and entrepreneur, income per month more than Rp 4.500.000, and have four family members. Variables that had effect on purchasing decision were product quality, promotion, attitudes, and lifestyle, while variables that had no effect were price, location, and motivation.