PROSES PENGAMBILAN KEPUTUSAN KONSUMEN DAN FAKTOR-FAKTOR YANG MEMPENGARUHI PEMBELIAN BERAS PREMIUM SEBELUM DAN SAAT MASA PANDEMI COVID-19 DI KOTA PALEMBANG

UTAMI, NINA and Yunita, Yunita and Rosana, Elly (2021) PROSES PENGAMBILAN KEPUTUSAN KONSUMEN DAN FAKTOR-FAKTOR YANG MEMPENGARUHI PEMBELIAN BERAS PREMIUM SEBELUM DAN SAAT MASA PANDEMI COVID-19 DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to (1) describe the consumer decision-making process in buying premium rice before and during thepandemic Covid-19 in Palembang City. (2) Analyzing changes in the number of purchases of premium rice consumed by premium consumers before and during thepandemic Covid-19 in Palembang City.(3) Analyzing the factors that influence consumer decisions in purchasing premium rice before and during thepandemic Covid-19 in Palembang City. This research was carried out in Palembang City in June 2021. The location selection was done deliberately. The research method used is a survey method. The sampling method used is the purposive sampling method with 30 samples. The data processing method in this study uses binary logistic analysis. The results of this study indicate the decision-making process through 5 stages, namely the need recognition stage, the information search process stage, the alternative evaluation stage, the purchase decision stage, and the last is the post-purchase behavior stage of premium rice. The results of the analysis of changes in the number of purchases of rice show that there are differences in the number of purchases during thepandemic Covid-19 in Palembang City. The results of the analysis of the factors that influence consumer decisions in purchasing premium rice before and during the Covid-19 pandemic are that the variables of price and income have a significant effect, while the variables of gender, age, number of family members, and education have no significant effect. Keywords : Decision-making process, number of purchases, factors that influence the purchase of premium rice.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Proses pengambilan keputusan, jumlah pembelian, faktor pembelian beras premium.
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Nina Utami
Date Deposited:	19 Nov 2021 03:12
Last Modified:	19 Nov 2021 03:12
URI:	http://repository.unsri.ac.id/id/eprint/57664

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