ANALISIS PREFERENSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN BERAS MERAH DAN BERAS HITAM DI KOTA PALEMBANG.

HABIMAYU, FISDO and Sari, Dwi Wulan (2025) ANALISIS PREFERENSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN BERAS MERAH DAN BERAS HITAM DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze consumer preferences regarding the purchase decisions of red rice and black rice in Palembang City. In recent years, healthy food consumption has become a trend in society, driven by increasing health awareness and changing lifestyles. Red rice and black rice, rich in fiber and antioxidants, are gaining popularity as alternatives to white rice. However, the consumption of red and black rice in Palembang remains relatively low, despite the growing awareness of their health benefits. This research employs a survey method with questionnaires to gather primary data from consumers of red rice and black rice in Palembang, aiming to identify the factors influencing consumer preferences and the demographic and socio-economic characteristics of those purchasing these types of rice. The results of the study show that factors such as age, education, income, and rice availability play a major role in purchase decisions. Consumers with higher health awareness tend to choose black rice, while red rice is more frequently consumed by those prioritizing ease of access and lower prices. Additionally, taste and quality of the rice also play significant roles in determining the purchase decisions. This study is expected to provide insights for producers and distributors in designing more effective marketing strategies, as well as assist the government in formulating policies that promote the consumption of healthy food.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	beras merah, beras hitam, keputusan pembelian, preferensi konsumen
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:	Fisdo Habimayu
Date Deposited:	07 May 2025 07:20
Last Modified:	07 May 2025 07:20
URI:	http://repository.unsri.ac.id/id/eprint/171439

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