FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN RUMAH TANGGA TERHADAP PEMBELIAN PRODUK CHICKEN FROZEN FOOD DI KOTA PALEMBANG

WIJAYA L, DEBBY and Junaidi, Yulian and Thirtawati, Thirtawati (2018) FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN RUMAH TANGGA TERHADAP PEMBELIAN PRODUK CHICKEN FROZEN FOOD DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to (1) describe the behavior of household consumers chicken frozen food products (2) describe the decision process of household consumers on chicken frozen food products (3) analyze factors ffecting household consumption of chicken frozen food products (4) analyze attributes considered by household consumers in purchasing chicken frozen food products. This research data collection activity was conducted from July until August 2017 in Palembang city, South Sumatra Province. The method used throughout this research was the consumer survey method, with the sampling method using multi-stage random sampling and accidental sampling technique. Meanwhile, the data processing method used was multiple linear regression analysis and consumer aluation analysis. Methods of data collection were got from the relevant agencies in this study such as the Central Bureau of Statistics, the Animal Husbandry Department, and other relevant agencies and from the source through direct interviews with household consumers chicken frozen food products in Palembang City. Based on the research, the consumer behavior of chicken nuggets, most of the sub urban respondents choose product B, whereas most urban respondents choose product A. The reason the sub urban people consumed chicken nuggets because of the delicious taste while urban consume hicken nuggets because of the practical. Frequency of purchasing chicken nuggets that many did in sub urban and urban communities is at any time. Within 1 month most people consume chicken nuggets as much as 500 grams. Most people buy chicken nuggets at supermarkets The decision making process of buying chicken nuggets, urban and urban communities through the stages of introduction of need, information search, alternative evaluation, buying rocess and post-purchase behavior. Based on the results of multiple linear regression R2 value of 0.309 means that only 30.9 percent of the amount of consumption can be explained by factors incorporated into the model, the rest is explained by other factors. Table ANOVA F value of 4.603 with a value of Sig 0.000 is smaller than 0.05 means reject H0, this regression model is real. From the table of coefficients for job variables, the number of family members and lifestyle has a Sig value smaller than 0.05 means the coefficient value of the work constant, the number of family members, and the real lifestyle and the remaining variables are not real. According to Fishbein's attitude model, chicken nuggets of product A and product B have the highest value in taste attribute but the product attribute value of A is greater than attribute value of product B. As for attribute of product price B has value for this larger price attribute occurs because product B is more affordable price. Packaging and brand attributes on product A are larger than product B. Overall, according to Fishbein's attitude model, respondents prefer product A to product B.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Consumer behavior, chicken nuggets, and frozen food
Subjects:	G Geography. Anthropology. Recreation > GF Human ecology. Anthropogeography > GF75 Human influences on the environment
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Mrs Kharisma Afrianti
Date Deposited:	20 Aug 2019 02:31
Last Modified:	20 Aug 2019 02:31
URI:	http://repository.unsri.ac.id/id/eprint/4581

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