ANALISIS PREFERENSI KONSUMEN TERHADAP PEMBELIAN BERAS PREMIUM DAN BERAS MEDIUM DI PASAR MODERN KOTA PALEMBANG (Studi Kasus: Supermarket Diamond Kota Palembang)

MALENDA, MALENDA and Husin, Laila and Bidarti, Agustina (2020) ANALISIS PREFERENSI KONSUMEN TERHADAP PEMBELIAN BERAS PREMIUM DAN BERAS MEDIUM DI PASAR MODERN KOTA PALEMBANG (Studi Kasus: Supermarket Diamond Kota Palembang). Undergraduate thesis, Sriwijaya University.

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Abstract

The objectives of this study are: (1) Describe the characteristics of consumers who buy premium rice and rice medium in the modern market of Palembang, (2) Analyze the factors that affect demand for premium rice and medium rice in the modern market of Palembang City, and (3) Examining the attributes of consumer preferences in purchasing premium rice and medium rice in the modern market of Palembang City. The method used in this research is a case study method (accidental sampling). This study was conducted in November until the month of December 2019 with 23 customers and 16 customers premium rice medium rice. Data processing method using chi square analysis and Likert scale with validity and reliability. The results showed the dominant characteristic of premium rice respondents in Modern Market Diamond were female, family membered 3-5 people, 36-45 age group late adulthood, the average family income above Rp 6,000,000/month, recent education graduates, and types of private employees work. The dominant characteristic of medium rice respondents in Modern Market Diamond were female, family membered 3-5 people, 36-45 age group late adulthood, the average family income of Rp 2.600.000-6.000.000/month, education past high school, and type of work housewives. The factors that influence the demand for premium rice and medium rice in Palembang Modern Market are price, income, and gender while not affecting is gender. The attributes of premium rice and medium rice that are most considered in purchasing premium rice and medium rice are price.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	consumer preferences, markets, medium rice, premium rice
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 5950 not found.
Date Deposited:	11 Jun 2020 03:33
Last Modified:	11 Jun 2020 03:33
URI:	http://repository.unsri.ac.id/id/eprint/30073

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