PENGARUH KEBIJAKAN HARGA ECERAN TERTINGGI MINYAK GORENG TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN
DOI:
https://doi.org/10.65124/prdm.v14i1.211Keywords:
Policy, Highest Retail Price (HET), Decision, Purchase, ConsumerAbstract
Fluctuations in cooking oil prices due to policy changes have triggered consumer unrest and prompted the government to set a Highest Retail Price (HET) to maintain people's purchasing power. This study aims to analyze the effect of the HET policy on consumer purchasing decisions in Tepas Village, Ngawi Regency. Using a quantitative explanatory approach with a causal-comparative survey design, data were collected through questionnaires to 40 respondents selected using the Accidental Sampling technique. Measurements used a 5-point Likert scale and were analyzed through descriptive tests, normality, Pearson correlation, simple linear regression, and one-sample t-tests using JASP. The results showed that HET had a very strong and significant effect on purchasing decisions (r = 0.950; p < 0.001; R² = 0.902). Consumers tend to continue buying cooking oil when they feel the price is stable, certain, and affordable. These findings support the theory of consumer behavior and strengthen previous research related to staple food price policies. This study has limitations in terms of coverage and number of respondents. Further research suggests expanding the location, increasing the number of samples, and using a mixed approach to explore the psychological and socio-cultural factors that influence purchasing decisions.
References
Agustina, T., & Irwansyah. (2017). Peran Agenda Setting Media Massa Dalam Kebijakan Penetapan Harga Eceran Tertinggi (HET) Beras oleh Pemerintah. Jurnal Ilmu Politik Dan Komunikasi, VII(2), 227–236.
ARDANA, I. K., & M. SINAGA, B. (2020). Dampak Kebijakan Domestik Dan Perubahan Faktor Eksternal Terhadap Industri Minyak Goreng Indonesia. Jurnal Penelitian Tanaman Industri, 11(3), 112. https://doi.org/10.21082/jlittri.v11n3.2005.112-122
Arsyad, M., Amiruddin, A., Suharno, S., & Jahroh, S. (2020). Competitiveness of palm oil products in international trade: an analysis between indonesia and malaysia. Caraka Tani Journal of Sustainable Agriculture, 35(2), 157. https://doi.org/10.20961/carakatani.v35i2.41091
BURETI, B. and Olweny, T. (2023). Oil price volatility and economic performance in kenya: an analysis of the nairobi securities exchange index. strategicjournals.com, 10(2). https://doi.org/10.61426/sjbcm.v10i2.2659
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.). SAGE Publications.
Cysara, F. A. (2015). Analisis Faktor-Faktor yang Mempengaruhi Keputusan Masyarakat untuk Menjadi Nasabah pada PT. Bank Muamalat Indonesia Tbk. Cabang Bandar Lampung.
Kotler, Amstrong. (2016) Principles of Marketing Sixteenth Edition Global Edition England. Pearson Education Limited
Kotler, P., & Armstrong, G. (2016). Principles of Marketing (16th ed.). Pearson Education Limited.
Primadasa, R. and Christata, B. (2023). Interrelationship performance indicators model of agile supply chain management in palm oil industry. Jurnal Optimasi Sistem Industri, 22(1), 1-8. https://doi.org/10.25077/josi.v22.n1.p1-8.2023
Pullar, J., Allen, L., Townsend, N., Williams, J., Foster, C., Roberts, N., … & Wickramasinghe, K. (2018). The impact of poverty reduction and development interventions on non-communicable diseases and their behavioural risk factors in low and lower-middle income countries: a systematic review. Plos One, 13(2), e0193378. https://doi.org/10.1371/journal.pone.0193378
Shankar, B., Thaiprasert, N., Gheewala, S., & Smith, R. (2016). Policies for healthy and sustainable edible oil consumption: a stakeholder analysis for thailand. Public Health Nutrition, 20(6), 1126-1134. https://doi.org/10.1017/s1368980016003037
Sogen, D. (2023). Implementation of competition law in cooking oil price trading for public interest. Journal Research of Social Science Economics and Management, 2(9). https://doi.org/10.59141/jrssem.v2i09.438
Sulistyowati, A. (2019). Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Minyak Goreng Kemasan Bimoli di Kecamatan Sumbersari Kabupaten Jember. http://repository.unmuhjember.ac.id/3076/10/j. jurnal ayu.pdf
Suma, D. (2020). Analisa Perilaku Konsumen terhadap Penjualan Minyak Goreng di Pasar Simpang Limun di Kota Medan. Jurnal Ilmiah Dewi, 1(2), 1–10.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Esa Septian, Septi Wulandari
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
