PERILAKU KONSUMEN TERHADAP KEPUTUSAN DALAM PEMBELIAN BERAS PREMIUM DI PASAR MODERN KOTA PALEMBANG

MELINA QOMARIAH, NYIMAS and Ariyani, Desi and Januarti, Indri (2019) PERILAKU KONSUMEN TERHADAP KEPUTUSAN DALAM PEMBELIAN BERAS PREMIUM DI PASAR MODERN KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Consumer Behavior Towards The Decisions To Purchase Premium Rice At Modern Markets Palembang City Nyimas Melina Qomariah1, Desi Aryani2, Indri Januarti3 Agribusiness Program Study Agriculture Faculty Of Sriwijaya University Palembang - Prabumulih Street KM 32 Indralaya Ogan Iir 30662 ABSTRACT The purpose of this research are: (1) To Describe the characteristics of consumers who buy premium rice in the modern market of Palembang City. (2) To Describe the characteristics of the modern market as a location for research on premium rice. (3) To Describe the decision-making process in purchasing premium rice in the modern market of Palembang City. (4) To Analyze consumer preferences for the attributes of premium rice in the modern market of Palembang City. This research was carried out in the city of Palembang in February 2019 to completion. The method used in this study is the Survey and Library Study method, while the sampling method used for this study is conducted by accidental sampling by determining the sample using the formula lemeshow woth a number of samples of 30 samples taken at 2 research locations, namely Diamond Palembang Trade Center and Jakabaring OPI Transmission. The results showed that the consumer characteristics of premium rice in the modern market of Palembang City were dominated by women (80%), the highest occupation of the respondents was private employees / BUMN (46.7%) with an average income of respondents of Rp 6,000,000 (50%) have a number of family members, as many as 3-5 family members with a percentage (83.33%). the highest age range of respondents is middle age (36-45 years) as much (36,67%) and the level of education is Bachelor (70%). The characteristics of a modern market based on physical conditions are buildings and a good appearance, clean, neatly arranged, and spacious parking facilities accompanied by security guards to maintain security and there is an air conditioner that meets comfort when shopping. Based on service, modern markets use computer systems and salesperson assistance. Based on product availability, modern markets are more varied and product quantity is more choice. Peremium rice is neatly arranged with labels and prices so it can facilitate consumers in choosing products and satisfying desires and meeting consumer needs in shop on the modern market. In the decision making process, respondents in the traditional market and modern markets go through the need for recognition, information seeking, alternative evaluation, purchasing processes and post-purchase behavior. The premium rice the respondents most like is the price of Rp. 12,583-12,800 / Kg, Fragrance, Fragrant Kepenenan, Broken Grains a little (<5%), Packaging 10Kg. The highest relative importance value of respondents of premium rice is broken grains (26,794%) followed by packaging (26,266%), kepulenan (19,685%) and aroma (16,849%) and finally the price of rice (10,406%). Keywords: Consumer Behavior, Consumer Preference, Premium Rice. 1Mahasiswa 2Pembimbing 1 3 Pembimbing 2

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Beras Premium,Perilaku Konsumen, Preferensi Konsumen.
Subjects:	S Agriculture > S Agriculture (General) S Agriculture > S Agriculture (General) > S560-571.5 Farm economics. Farm management. Agricultural mathematics. Including production standards, record keeping, farmwork rates, marketing
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Users 1632 not found.
Date Deposited:	09 Sep 2019 07:09
Last Modified:	09 Sep 2019 07:09
URI:	http://repository.unsri.ac.id/id/eprint/6679

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