PROSES PENGAMBILAN KEPUTUSAN DAN FAKTOR FAKTOR YANG MEMPENGARUHI PEMBELIAN MINYAK GORENG DI PASAR TRADISIONAL DAN PASAR MODERN KOTA PALEMBANG

ZEFANYA, ZEFANYA and Yunita, Yunita (2022) PROSES PENGAMBILAN KEPUTUSAN DAN FAKTOR FAKTOR YANG MEMPENGARUHI PEMBELIAN MINYAK GORENG DI PASAR TRADISIONAL DAN PASAR MODERN KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The purposes of this study were :(1) To describe the characteristics of consumers who buy cooking oil in modern markets and traditional markets in Palembang. (2) Describe the consumer decision-making process in purchasing cooking oil in the modern market and traditional market in Palembang City. (3) Analyzing the factors that influence consumer decisions in purchasing cooking oil in the modern market and traditional market in Palembang City. The decision to purchase cooking oil in traditional markets and modern markets goes through 5 stages, namely the introduction of needs, information search, evaluation of alternatives, purchase decisions, and post-purchase. The method used in this research is a case study with a random sample method (random sampling). The implementation of this research was carried out in January 2022 with 30 consumers in traditional markets and 30 consumers in modern markets. The data processing method used is descriptive analysis and the logistic binary method. The results of the study show that the characteristics of respondents from consumers of cooking oil in traditional markets and modern markets in Palembang City have similarities, namely dominated by the female sex, aged around 36-55 years, and have no history of disease in the past year. Respondents of cooking oil in traditional markets have an average income of Rp. 2,500,000/month, the last education is high school and has a permanent job. The respondents of cooking oil in the modern market have an average income of above Rp. 4,000,000/month, the last education is undergraduate and has a permanent job. There are several differences in the decision-making process, including the type of cooking oil purchased, purchase motivation, alternative evaluation stage, how to make decisions, and considerations for choosing a purchase location. The factors that significantly influence the choice of location to purchase cooking oil are education and price. Age, occupation, income, health status, and motivation have no significant effect on the decision to choose a location to purchase cooking oil in Palembang City.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	cooking oil, purchasing decisions, traditional markets, modern markets
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Zefanya Zefanya
Date Deposited:	22 Jul 2022 07:53
Last Modified:	22 Jul 2022 07:53
URI:	http://repository.unsri.ac.id/id/eprint/74446

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