PENGARUH KUALITAS BERAS TERHADAP PROSES PENGAMBILAN KEPUTUSAN PEMBELIAN BERAS DI PASAR PERUMNAS KECAMATAN SAKO KOTA PALEMBANG

GULTOM, RACHEL MARGARETHA and Yunita, Yunita and Thirtawati, Thirtawati (2020) PENGARUH KUALITAS BERAS TERHADAP PROSES PENGAMBILAN KEPUTUSAN PEMBELIAN BERAS DI PASAR PERUMNAS KECAMATAN SAKO KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The aims of this research were 1) to analyze the most influential rice attribute on rice purchasing at Perumnas Market, Sako Sub District, Palembang City. 2) to analyze the process of Making Rice Purchasing Decisions at Perumnas Market, Sako Sub District, Palembang City. This research was conducted in November 2019 at Perumnas Market Palembang. Methods used in this research was survey method. Meanwhile, the sampling method used was Accidental Sampling by selecting 30 samples and was done either at Perumnas Market or at the respondent’s house. The result of this research showed that the analysis of consumers’ trust and interest in rice attributes referred to rice stickiness as the most important attribute among seven other attributes (shape of rice, degree of whiteness in rice, broken rice, rice aroma, cost, and packaging). The result of the analysis process of decision making to recognize the needs was the reason/motivation of consumers to purchase rice at Perumnas Market, it was approachable and the frequency of rice consumption was three times a day. At the information search stage, the source of rice information at Perumnas Market came from consumer's relatives. At the alternative evaluation stage, the most consumable rice brand was Topi Koki, and the most influential party in purchasing rice at Perumnas Market was our selves. At the purchasing decision stage, consumers already decided to purchase rice at Perumnas Market as planned before and the most reason consumers purchased rice at Perumnas Market was due to strategic location. At the post-purchase stage, all respondents were satisfied to buy rice at Perumnas Market.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Atribut Beras, Kepentingan dan Kepercayaan Konsumen, Proses Pengambilan Keputusan
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General) 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:	Users 5947 not found.
Date Deposited:	07 Jun 2020 14:55
Last Modified:	07 Jun 2020 14:55
URI:	http://repository.unsri.ac.id/id/eprint/29766

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