PREFERENSI KONSUMEN DAN FAKTOR-FAKTOR PENENTU KEPUTUSAN KONSUMEN DALAM MEMBELI NANAS (ANANAS COMOSUS L.) DI PASAR INDRALAYA KABUPATEN OGAN ILIR

UTAMI, HERYANA HARTA and Husin, Laila and Mulyana, Eka (2021) PREFERENSI KONSUMEN DAN FAKTOR-FAKTOR PENENTU KEPUTUSAN KONSUMEN DALAM MEMBELI NANAS (ANANAS COMOSUS L.) DI PASAR INDRALAYA KABUPATEN OGAN ILIR. Undergraduate thesis, Sriwijaya University.

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Abstract

Preferensi Konsumen dan Faktor-Faktor Penentu Keputusan Konsumen dalam Membeli Nanas (Ananas Comosus.L) di Pasar Indralaya Kabupaten Ogan Ilir. Consumer Preferences and Determining Factors of Consumer Decisions Buying Pineapple (Ananas Comosus L.) at Indralaya Market, Ogan Ilir Regency. Heryana Harta Utami1,Laila Husin2,Eka Mulyana3 Program StudiAgribisnis,FakultasPertanian, Universitas Sriwijaya Jalan Palembang-PrabumulihKm.32Indralaya Ogan Ilir30662 Abstract The objectives of this research are : (1) To describe the socio-economic characteristic of the consumer that purchasesthe local pineapple at Indralaya Market, Ogan Ilir Regency. (2) To analyze the factors that affect the consumer in making a purchasing decisionof local pineapple at Indralaya Market, Ogan Ilir Regency. (3) To analyze the consumer preferences towards local pineapple attributes at Indralaya Market, Ogan Ilir Regency. The research was conducted at Indralaya Market, Ogan Ilir Regency. The research method used is the survey method. The withdrawal method is accidental sampling, that isanyone the researcher comes across while visiting the sampling site. The data collected are primary dataand secondary data. The results of this research indicate that (1) The age characteristics of the respondents are mostly in the early adulthood phase (26-35). Furthermore, the education level, 50%of the respondentsare high school graduates. Followed by the income level of the respondents is about Rp. 2.600.000 to Rp. 6.000.000. Afterward, 28% of respondents work as private-sector employees and entrepreneurs. (2) Income has a significant effect on consumers’ decisions in purchasing pineapple. Meanwhile, price, age, and education level do not. (3) Price, taste, and size are the most important attributes for the respondents. Meanwhile, the aroma does not. Keywords: Pineapple, determinants of the consumer decision in purchasing pineapple, the consumer preferences.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Pineapple, determinants of the consumer decision in purchasing pineapple, the consumer preferences.
Subjects:	S Agriculture > S Agriculture (General) > S588.4-589.6 Agricultural physics. Including radioisotopes in agriculture
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Users 11636 not found.
Date Deposited:	06 Apr 2021 03:16
Last Modified:	06 Apr 2021 03:36
URI:	http://repository.unsri.ac.id/id/eprint/44913

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