PREFERENSI KONSUMEN DAN FAKTOR-FAKTOR PENENTU KEPUTUSAN KONSUMEN MEMBELI BERAS DI PASAR PLAJU KOTA PALEMBANG

ROGAYAH, SITI and Yunita, Yunita and Mulyana, Eka (2020) PREFERENSI KONSUMEN DAN FAKTOR-FAKTOR PENENTU KEPUTUSAN KONSUMEN MEMBELI BERAS DI PASAR PLAJU KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The purpose of this study are: (1) Describe the characteristics of consumers who buy rice at Palembang's Plaju Market. (2) Analyzing consumer preferences for rice attributes (form of rice, broken grains, degree of whiteness, flatness, aroma, durability, price, and packaging) in Palembang City's Plaju Market. (3) Analyzing the factors that influence consumer decisions in buying rice at the Palembang City Plaju Market. The study was conducted at the Palembang City Plaju Market. The research method used was a survey method. The sampling method in this study uses a non-probability sampling method, namely the incidental sampling method with a sample size of 30 respondents. Data retrieval is done by taking primary data and secondary data. The results showed that (1) the age characteristics of the average consumer were in the late adult phase which ranged in age from 36 years to 45 years. Characteristics of consumers in this study based on the level of education by 60 percent of high school graduates. The level of income of respondents in this study is middle to upper, which is around Rp. 2,600,000 - Rp. 6,000,000. In this study the characteristics of the respondents' work are BUMN, PNS, Entrepreneur, and others. Other occupations referred to in this study such as motorcycle taxi, labor, and opening their own businesses. The number of family members in this study as much as 60 percent amounted to three to four people. (2) In this study rice consumers have different preferences on rice indicators. The level of importance of rice attributes according to respondents is the most important, namely tenacity, broken items, and endurance. While the attributes that consumers consider not important are the aroma of rice, and the competitive selling price of rice. (3) Based on the analysis of the multiple regression calculation, it states that the income and the number of family members have a significant effect on consumers' decision to buy rice. While gender and education have no significant effect on consumers' decision to buy rice.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Consumer preferences, factors in buying rice, rice attributes,
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 5948 not found.
Date Deposited:	11 Jun 2020 04:39
Last Modified:	11 Jun 2020 04:39
URI:	http://repository.unsri.ac.id/id/eprint/30045

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