FAKTOR DETERMINAN KONSUMSI GULA PASIR TIDAK BERMEREK DI PASAR TRADISIONAL (STUDI KASUS: PASAR TRADISIONAL KM.5 KOTA PALEMBANG)

ARUM, SYALWA RIZKA and Purbiyanti, Erni (2023) FAKTOR DETERMINAN KONSUMSI GULA PASIR TIDAK BERMEREK DI PASAR TRADISIONAL (STUDI KASUS: PASAR TRADISIONAL KM.5 KOTA PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

Unbranded granulated sugar was sugar known as bulk granulated sugar that has no label and is usually sold in retail plastic bags in traditional markets. Branded granulated sugar is increasingly selling in the market, but consumers who were interested and choose unbranded granulated sugar for consumption were still relatively high which is certainly influenced by several factors. The purposes of this search were: 1) analyzing the determinant factors that influence consumers in purchasing unbranded granulated sugar in traditional markets in Palembang City, 2) describing the characteristics of consumers of unbranded granulated sugar in traditional markets in Palembang City, and 3) analyzing what attributes are the preferences of consumers in purchasing unbranded granulated sugar in traditional markets in Palembang City. The method used in this research was survey method or direct interview with questionnaire using accidental sampling technique. The data processing methods used were multiple regression analysis, descriptive tabulation, and fishbein multiattributes. The results of this search were: 1) the factors that have a significant effect on the demand for unbranded granulated sugar per month were the variable price of unbranded granulated sugar (X1), price of branded granulated sugar (X2), income (X3), education (X4), age (X6), and consumer tastes (X7). 2) the characteristics of consumers of unbranded granulated sugar were 96 percent female, aged 46-55 years as much as 40 percent, high school education level as much as 66 percent, work as an entrepreneur and housewife each as much as 42 percent, have an income between IDR 2,500,001-Rp5,000,000 as much as 64 percent, and have a family of 3 people as much as 34 percent. 3) the attributes that become consumer preferences in purchasing unbranded granulated sugar in order based on the highest average score were packaging size (13,61), taste (12,43), color (11,01), grain texture (10,89), and grain size (10,04). Keywords: attributes, characteristics, preferences, unbranded granulated sugar.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	atribut, gula pasir tidak bermerek, karakteristik, preferensi
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Syalwa Rizka Arum
Date Deposited:	29 Nov 2023 01:38
Last Modified:	29 Nov 2023 01:38
URI:	http://repository.unsri.ac.id/id/eprint/131338

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