MAHARANI, SHANIA and Rosana, Elly (2025) ANALISIS PERBANDINGAN PREFERENSI PEMBELIAN BUAH SEGAR PADA KONSUMEN MILENIAL (STUDI KASUS PADA PASAR TRADISIONAL DAN PASAR MODERN DI KOTA PALEMBANG). Undergraduate thesis, Sriwijaya University.
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Abstract
The differences in characteristics between traditional markets and modern markets affect consumer purchasing preferences, especially the millennial generation who have different lifestyles and consumption patterns from previous generations. The objectives of this study are: (1) Describe the characteristics of millennial consumers who buy fresh fruit at the 10 Ulu Palembang Traditional Market and Super Indo Ahmad Yani Modern Market, (2) Analyse millennial consumer preferences for market attributes on fresh fruit purchases at the 10 Ulu Palembang Traditional Market and Super Indo Ahmad Yani Modern Market, (3) Analyse the effect of millennial consumer characteristics on market selection preferences for fresh fruit at the 10 Ulu Palembang Traditional Market and Super Indo Ahmad Yani Modern Market. This research was conducted at 10 Ulu Palembang Traditional Market and Super Indo Ahmad Yani Modern Market, Palembang City, South Sumatra in December 2024 ̵ February 2025. The research method used in this study was purposive sampling method. Data collection was conducted through a survey method with the help of questionnaires and field observations. The data was analysed using Microsoft Excel and SPSS. The study involved 60 consumers as respondents. Data processing uses descriptive methods, Likert scale analysis and comparison methods. The results showed that traditional market consumers are dominated by women aged 29-32 years with high school education and income of IDR 2,500,000-Rp5,000,000, while modern market consumers have more Bachelor's degrees with jobs as private employees. The main factor in purchasing decisions in both markets is product quality, followed by price, location, service, and promotion. Statistical tests show that in traditional markets no variables have an effect on purchasing preferences, while in modern markets, the variables of income, age, and occupation have a significant effect. Keyword : fresh fruit, millennial consumers, modern market, purchase preferences, traditional markerts
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | buah segar, konsumen milenial, pasar modern, pasar tradisional, preferensi pembelian |
| Subjects: | S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General) |
| Divisions: | 05-Faculty of Agriculture > 54201-Agribusiness (S1) |
| Depositing User: | Shania Maharani |
| Date Deposited: | 29 Jun 2025 15:23 |
| Last Modified: | 29 Jun 2025 15:23 |
| URI: | http://repository.unsri.ac.id/id/eprint/176031 |
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