ANALISIS PERILAKU KONSUMEN BERAS PREMIUM DAN TINGKAT KEPUASAN KONSUMEN DI KOTA LUBUKLINGGAU

TRIYANA, ENDANG and Mulyana, Andy and Thirtawati, Thirtawati (2019) ANALISIS PERILAKU KONSUMEN BERAS PREMIUM DAN TINGKAT KEPUASAN KONSUMEN DI KOTA LUBUKLINGGAU. Undergraduate thesis, Sriwijaya University.

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Abstract

The purposes of this research are 1) to analyze the characteristics of rice consumers of traditional market at Lubuklinggau City, 2) to analyze factors affecting the households level of rice purchasing at traditional market of Lubukkinggau City, 3) to identify and analyze the household’s level of satisfaction and willingness to pay in consuming rice they purchased. This research was conducted from February to May 2019 in Lubuklinggau City. The method used in this research were survey method, while the sampling method used accidental sampling by determining the sample with 40 samples taken in 3 research locations, i.e. Bukit Sulap Market, Pemiri Market, and Inpres Market. The data collected in this study consist of primary and secondary data. The result of this research show that the characteristic of rice consumers at traditional market Lubuk Linggau City are at the age of 26-35 years old, most of their occupation is self employment, the average income is in the middle class which is IDR 2,6 million to IDR 6 million per month, most of their education level is high school, and the average of their number of families are 3-4 people per household. The decision process of rice purchasing of traditional market respondents are 1) the recognition of needs, 2) searching for information, 3) evaluation of product alternatives, 4) the purchasing decision, and 5) post purchase behaviour. Factors that significantly influence the level of rice purchasing are price, income, and the number of family members, while the education level and gender is not significantly influence the level of rice purchasing. Based on the results of CSI calculation analysis showed that the CSI value obtained by 80,19 percent. It shows that consumers are very satisfied with the attributes of rice at traditional market Lubuklinggau City according to CSI value criteria.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Consumer Behaviour, Consumer Satisfaction, Premium Rice
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:	Users 2110 not found.
Date Deposited:	30 Sep 2019 07:04
Last Modified:	30 Sep 2019 07:04
URI:	http://repository.unsri.ac.id/id/eprint/9606

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