ANALISIS PERILAKU KONSUMEN DALAM PEMBELIAN PRODUK PANGAN OLAHAN IKAN DI KOTA PALEMBANG

SIBURIAN, DEVA YOLANDA and Thirtawati, Thirtawati (2023) ANALISIS PERILAKU KONSUMEN DALAM PEMBELIAN PRODUK PANGAN OLAHAN IKAN DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Understanding consumer behavior is a fundamental problem when determining the marketing strategy. By getting to know the consumers , the characteristics of how a person make their decisions will be understood . The aims of this research are (1) to describe the characteristics of consumers who purchase processed fish food products in Palembang City (2) to analyze the process of consumer behavior in purchasing processed fish food products in Palembang City (3) to analyze the factors that influence the decision to purchase processed fish food products in Palembang City. All data in this study were collected in January in Palembang City. The research method used in this study is a direct survey to consumers by asking several questions in the form of a questionnaire. The method used in sampling in this study was purposive sampling. The data consist of primary data and secondary data. The characteristics of consumers in this study were generally female, aged 18-25 years old, worked as private employees, had incomes in the range of Rp. 2,000,001 - Rp. 3,000,000 and had a bachelor's degree. The process of consumer buying behavior towards processed fish products goes through the stages of problem identification, information search, alternative assessment, product purchase and post purchase behavior. Based on the factor analysis results , the four main factors were (1) Price of processed fish products (2) Quality of processed fish (3) Variation of packaging and packaging volume (4) Taste and location of processed fish products were purchased.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	konsumen, pembelian, produk olahan ikan
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Deva Yolanda Siburian
Date Deposited:	13 Jul 2023 08:01
Last Modified:	13 Jul 2023 08:01
URI:	http://repository.unsri.ac.id/id/eprint/116364

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