PREFERENSI KONSUMEN DAN BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN SAYURAN ORGANIK DI KOTA PALEMBANG (STUDI KASUS: SUPERMARKET DIAMOND KOTA PALEMBANG)

FAJARANI, ERICA and Wildayana, Elisa and Putri, Nurilla Elysa (2021) PREFERENSI KONSUMEN DAN BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN SAYURAN ORGANIK DI KOTA PALEMBANG (STUDI KASUS: SUPERMARKET DIAMOND KOTA PALEMBANG). Undergraduate thesis, Universitas Sriwijaya.

	Text RAMA_54201_05011381722165.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (2MB) | Request a copy
Preview	Text RAMA_54201_05011381722165_0026046110_0004077805_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (999kB) | Preview
	Text RAMA_54201_05011381722165_0026046110_0004077805_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (136kB) | Request a copy
	Text RAMA_54201_05011381722165_0026046110_0004077805_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (119kB) | Request a copy
	Text RAMA_54201_05011381722165_0026046110_0004077805_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (624kB) | Request a copy
	Text RAMA_54201_05011381722165_0026046110_0004077805_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (13kB) | Request a copy
	Text RAMA_54201_05011381722165_0026046110_0004077805_06_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (84kB) | Request a copy
	Text RAMA_54201_05011381722165_0026046110_0004077805_07_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (565kB) | Request a copy
	Text RAMA_54201_05011381722165_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (10MB) | Request a copy

Abstract

This research was conducted in Diamond Supermarket in Palembang City and aims to: (1) Identifying the process of purchasing decision making for organic vegetables at Diamond Supermarket Palembang City, (2) Analyzing the organic vegetable marketing mix that affects consumer purchasing decisions at Diamond Supermarket Palembang City, (3) Analyzing consumer preferences for purchasing decisions. with the attributes of organic vegetables and the attributes most considered by consumers in purchasing decisions for organic vegetables at Diamond Supermarket Palembang City. Preference theory is used to analyze the level of customer satisfaction. Organic vegetables are vegetables produced by organik farming without using pesticides or other chemical substances. The method used in this research is a survey with accidental sampling method. This study was done in November 2020 until December 2020 with a total sample of 60 respondents. The data collection method uses primary data and secondary data. This research used descriptive tabulative, Guttman scale scoring, and chi-square analysis with validity and reliability tests. In the process of making consumer purchasing decisions for organic vegetables includes the stage of problem recognition, information search, evaluation of alternatives, purchasing decisions, and post-purchase. Marketing mix that influences consumer purchasing decisions for organic vegetables, namely the quality of organic vegetables, prices according to quality, comfortable and clean places, and placement of organic vegetables. Based on the study, it was found that consumer preferences towards purchasing decisions for organic vegetables were experiencing different preferences. The order of importance of organic vegetables attributes most considered by consumers is physical perfection, freshness duration of vegetables, price, packaging, and vegetable color. Keywords: organic vegetable attributes, marketing mix, consumer preferences

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	atribut sayuran organik, bauran pemasaran, preferensi konsumen
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Users 11429 not found.
Date Deposited:	29 Mar 2021 02:44
Last Modified:	29 Mar 2021 02:44
URI:	http://repository.unsri.ac.id/id/eprint/44354

Actions (login required)

View Item