ANALISIS KELAS SOSIAL DAN PREFERENSI KONSUMEN YANG BELANJA KEBUTUHAN PANGAN DI PLATFORM SAYUR ONLINE KOTA PALEMBANG

SAPUTRA, RIZKI DWI and Hendarso, Yoyok (2025) ANALISIS KELAS SOSIAL DAN PREFERENSI KONSUMEN YANG BELANJA KEBUTUHAN PANGAN DI PLATFORM SAYUR ONLINE KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The emergence of online vegetable platforms in Palembang City prompted this research to analyze the influence of social class on consumer preferences. Social class is measured through occupation, education, and income, while consumer preferences include product quality, price, access, promotion, service quality, and brand. This study uses a descriptive and associative quantitative approach. The sampling technique used is purposive sampling, and the data analysis techniques include simple linear regression tests, T-tests, and R² tests. Data were collected from 105 respondents in Palembang City who have shopped on online vegetable platforms. The results show that the majority of respondents are female (98.1%) and aged 21–40 years (97.1%). Occupation (score of 4.12) emerged as the highest social class dimension, while product quality (4.64) and service (4.54) dominated consumer preferences. From the simple regression test, the equation obtained is Y = 44.281 + 0.902X. The T-test results showed a significance value of 0.000 < 0.05 and a t-value of 8.975 > 1.663 (t-table). The R² test shows that social class contributes 43.9% to consumer preferences. The conclusion of this study is that social class has a positive and significant influence on consumer preferences, and the study supports Bourdieu's (1984) theory that social class influences consumer preferences through the cultural and economic capital possessed. Keywords: Online Vegetable Platform, Social Class, Consumer Preferences

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Platform Sayur Online, Kelas Sosial, Preferensi Konsumen
Subjects:	H Social Sciences > HM Sociology > HM706 Social structure
Divisions:	07-Faculty of Social and Politic Science > 69201-Sociology (S1)
Depositing User:	Rizki Dwi Saputra
Date Deposited:	08 May 2025 02:48
Last Modified:	08 May 2025 02:48
URI:	http://repository.unsri.ac.id/id/eprint/171740

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