PREFERENSI KONSUMEN PADA BISNIS ONLINE SAYURAN DAN FAKTOR-FAKTOR YANG MEMPENGARUHINYA SAAT PANDEMI COVID-19 DI KOTA PALEMBANG

SAPUTRI, MELINGGA ADAM and Junaidi, Yulian and Yunita, Yunita (2021) PREFERENSI KONSUMEN PADA BISNIS ONLINE SAYURAN DAN FAKTOR-FAKTOR YANG MEMPENGARUHINYA SAAT PANDEMI COVID-19 DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Abstract The objectives of this study are: (1) Describe the consumer decision-making process in buying vegetables through online businesses during the Covid-19 pandemic, (2) Analyze consumer preferences before and during the Covid-19 pandemic, (3) Analyze the factors that influence preferences vegetable consumers in online businesses during the Covid-19 pandemic. The method used in this research is a survey method by taking 50 samples of online business consumers. The study was conducted in February 2021. The sampling method used was purposive sampling. This study uses primary and secondary data. Primary data obtained from observations and direct interviews with consumers using questionnaires. While secondary data were obtained from , literature, agencies and other sources. Data processing method using paired t test and multiple linear regression analysis through the IBM SPSS 25.0 program. The results obtained are paired t test with indicators of price, product quality, service, location and ease of transaction to get a sig value. (2-tailed) of 0.000 all of these values <0.05, meaning that there are significant differences in consumer preferences before and during the Covid-1 pandemic. And the factors that influence consumer preferences are income and motivation have a positive effect, spending and education have a negative effect. From the results of the f test, it is known that income, spending, education and motivation together affect the consumer preferences of the online vegetable business during the Covid-19 pandemic with a given effect of 74.9%.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Kata kunci: preferensi konsumen, bisnis online, pandemi covid-1
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Melingga adam saputri
Date Deposited:	08 Dec 2021 01:09
Last Modified:	08 Dec 2021 02:13
URI:	http://repository.unsri.ac.id/id/eprint/58881

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