FAKTOR-FAKTOR YANG MEMPENGARUHI FLUKTUASI HARGA CABAI RAWIT MERAH DI PASAR RAU KOTA SERANG

Abstrak

The changing prices of red bird's eye chilies are a usual problem in traditional markets, and they often impact the income of traders as well as the ability of consumers to buy things. Price changes can become unpredictable because of different economic reasons, like how much people want a product, how much of it is available, the cost of getting it to market, and whether there are other similar products people can buy instead. This study looks at how changes in demand, the amount of supply, distribution costs, and the availability of similar products affect the price changes of red bird's eye chili at Pasar Rau in Serang City. This study aims to find out which factor has the biggest impact on these price changes.This study used a quantitative method that included both descriptive and associative techniques. Data were gathered by observing, talking to, and recording information from 50 traders who sell red bird's eye chilies. The data that was gathered was studied using multiple linear regression, and the analysis was done with the help of SPSS version 27. To check the hypothesis, we used the F-test, t-test, and the coefficient of determination, which is R squared. The results showed that demand level, supply quantity, distribution costs, and substitute goods simultaneously had a significant effect on price fluctuations with a significance value of 0.015 (<0.05). Partially, demand level, supply quantity, and distribution costs did not significantly affect price fluctuations. In contrast, substitute goods had a negative and significant effect with a significance value of 0.031 (<0.05) and was identified as the most dominant factor, indicated by the highest standardized beta coefficient value of -0.337. The coefficient of determination reached 0.236, indicating that 23.6% of fluctuation variation was explained by the variables examined in this study.