PERSEPSI KONSUMEN DAN FAKTOR PENENTU KEPUTUSAN PEMBELIAN PRODUK PANGAN KOMERSIAL PADA MITRA RUMAH PANGAN KITA (RPK) DI KOTA PALEMBANG SUMATERA SELATAN

RAHMADINI, RHALIA and Adriani, Dessy (2025) PERSEPSI KONSUMEN DAN FAKTOR PENENTU KEPUTUSAN PEMBELIAN PRODUK PANGAN KOMERSIAL PADA MITRA RUMAH PANGAN KITA (RPK) DI KOTA PALEMBANG SUMATERA SELATAN. Undergraduate thesis, Sriwijaya University.

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Abstract

Perception was a key factor in influencing consumer decisions, especially regarding food product purchases. In the case of Rumah Pangan Kita (RPK) in Palembang, South Sumatra, understanding how consumers perceived commercial food products was essential for evaluating the program’s effectiveness and its role in improving food accessibility for local communities. This study aimed to: 1) describe the characteristics of consumers who had purchased commercial food products from RPK partners in Palembang, South Sumatra; 2) analyze consumer perceptions of purchasing decisions for these commercial products; and 3) estimate the factors influencing consumer purchasing decisions toward commercial products at RPK partners. The fluctuations in food prices and supplies in Indonesia posed a threat to food security. To address this, Perum BULOG launched the RPK program to stabilize food prices through more equitable and affordable distribution. A survey method was used, gathering data through consumer-completed questionnaires and field observations. A sample of 50 respondents was selected using multistage random sampling. The results revealed that RPK consumers in Palembang were mainly aged 41-50, female, and self-employed. Consumers rated quality, price, and brand attributes of RPK products positively. Factors influencing purchasing decisions included expenditure, marketing mix, income, and location, which collectively affected the decision to buy RPK products. This research provided insights into consumer preferences at RPK.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Ketahanan Pangan, Persepsi Konsumen, Rumah Pangan Kita (RPK)
Subjects:	S Agriculture > S Agriculture (General) > S560-571.5 Farm economics. Farm management. Agricultural mathematics. Including production standards, record keeping, farmwork rates, marketing
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Rhalia Rahmadini
Date Deposited:	05 Feb 2025 01:53
Last Modified:	05 Feb 2025 01:53
URI:	http://repository.unsri.ac.id/id/eprint/167423

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