ANALISIS TINGKAT KEPUASAN KONSUMEN DAN KESEDIAANNYA MEMBAYAR BERAS DENGAN KUALITAS LEBIH BAIK DI PASAR TRADISIONAL KOTA PRABUMULIH

SEPTIARINI, YOLLA and Mulyana, Andy and Januarti, Indri (2020) ANALISIS TINGKAT KEPUASAN KONSUMEN DAN KESEDIAANNYA MEMBAYAR BERAS DENGAN KUALITAS LEBIH BAIK DI PASAR TRADISIONAL KOTA PRABUMULIH. Undergraduate thesis, Sriwijaya University.

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Abstract

The objectives of this study are: 1) to analyze the level of satisfaction of rice consumers in the traditional market of Prabumulih city, 2) to analyze the level of consumers willingness to pay (WTP) for better quality rice and what factors influence it, 3) Analyze changes in the pattern and value of rice purchases before and after HET determination. This research was conducted in Prabumulih City on November 2019. Location selection is done purposively. The research method used is survey method. The sampling method used is accidental sampling as many as 30 samples. The data collected in this study consisted of primary data and secondary data. The results of this study indicate that consumers are satisfied with the attributes of rice that are traded in the Prabumulih City Traditional Market. This can be seen from the level of consumer satisfaction, based on the results of the calculation of the CSI value obtained by 70.39%. The average WTP value for rice that consumers are willing to pay is IDR 11,483 per kilogram. Factors that significantly influence the WTP value of rice are the price of rice and the size of the rice packaging. while the factors of the number of family members, distance to purchase location, age, consumer satisfaction, income, and type of rice did not significantly influence the WTP value of rice. Only a few changes occurred in the rice brand and location of purchase after the HET policy was determine. changes that consumers feel are quite significant, namely in the price of rice and quality of rice after the determination of HET. Consumers felt that after the existence of the HET policy, the price of rice was getting more expensive.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Kepuasan Konsumen, Kesediaan Membayar, Konsumen Beras
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Users 10556 not found.
Date Deposited:	02 Feb 2021 06:32
Last Modified:	02 Feb 2021 07:18
URI:	http://repository.unsri.ac.id/id/eprint/41687

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