PREFERENSI KONSUMEN DAN BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN SAYURAN ORGANIK DI KOTA MUARADUA (Studi Kasus: Pasar Tradisional Saka Selabung Kota Muaradua)

ARKADAYA, GALIH and Minha, Amruzi (2022) PREFERENSI KONSUMEN DAN BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN SAYURAN ORGANIK DI KOTA MUARADUA (Studi Kasus: Pasar Tradisional Saka Selabung Kota Muaradua). Undergraduate thesis, Universitas Sriwijaya.

	Text RAMA_54201_05011181823022.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (1MB) | Request a copy
	Text RAMA_54201_05011181823022_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (6MB) | Request a copy
Preview	Text RAMA_54201_05011181823022_0011115804_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (840kB) | Preview
	Text RAMA_54201_05011181823022_0011115804_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (83kB) | Request a copy
	Text RAMA_54201_05011181823022_0011115804_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (149kB) | Request a copy
	Text RAMA_54201_05011181823022_0011115804_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (353kB) | Request a copy
	Text RAMA_54201_05011181823022_0011115804_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (30kB) | Request a copy
	Text RAMA_54201_05011181823022_0011115804_06_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (101kB) | Request a copy
	Text RAMA_54201_05011181823022_0011115804_07_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (470kB) | Request a copy

Abstract

The purposes of this study were: (1) to analyze consumer preferences for purchasing dicisions and the attributes most considered by consumers in purchasing decisions for organic vegetables at Saka Selabung Market Muaradua City; (2) to analyze the organic vegetable marketing mix that affects consumer purchasing decisions at Saka Selabung Market, Muaradua City. Preference theory is used to analyze the level of consumer satisfaction. Organic vegetables are types of vegetables that are produced from organic agricultural cultivation without the use of pesticides or other chemical substances. The method used in this research was a survey with accidental sampling method. This research was carried out in April 2022 until it was completed with a total sample of 100 respondents. The data collected ware primary data and secondary data. The data processing method used was chi-square analysis with validity and reliability tests and Guttman scale scoring. Consumer preferences for organic vegetable purchasing decisions ware experiencing differences in preferences. The order of importance of the attributes of organic vegetables that were most considered were the length of freshness of vegetables, price, color of vegetables, and physical perfection. The marketing mix that was closest to influencing consumer purchasing decisions for organic vegetables was the type of organic vegetables, prices according to quality, easily accessible places, and discounted purchase prices.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Key words: organic vegetable attributes, consumer preferences, marketing mix
Subjects:	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:	Galih Arkadaya
Date Deposited:	29 Nov 2022 07:53
Last Modified:	29 Nov 2022 07:53
URI:	http://repository.unsri.ac.id/id/eprint/82981

Actions (login required)

View Item