ANALISIS PREFERENSI KONSUMEN TERHADAP PEMBELIAN PRODUK GULA PASIR DI KECAMATAN INDRALAYA (STUDI KASUS: PASAR TRADISIONAL INDRALAYA MULYA)

SIHOMBING, SURYA GURU and Adriani, Dessy (2022) ANALISIS PREFERENSI KONSUMEN TERHADAP PEMBELIAN PRODUK GULA PASIR DI KECAMATAN INDRALAYA (STUDI KASUS: PASAR TRADISIONAL INDRALAYA MULYA). Undergraduate thesis, Sriwijaya University.

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Abstract

The purpose of this research are (1) to describe the characteristics of consumers who buy granulated sugar in Indralaya District, (2) to identify the attributes of granulated sugar that are consumer preferences in Indralaya District and (3) to analyze the attributes that consumers consider the most in buying granulated sugar in Indralaya District. A company must be able to find out what are the consumer preferences of a product so that later it can be adjusted to the product to be marketed and adjusted to SNI. In this study, preference theory is used to measure the level of consumer satisfaction with granulated sugar products. The method used in this study is a survey method through a questionnaire and the determination of the sample using Quota Sampling. This research was conducted in March 2022 with a direct survey to the Indralaya Mulya traditional market and obtained 100 respondents. While the data processing method in this study is chi square analysis and uses a Likert scale to determine the attributes that consumers consider the most in buying granulated sugar. The results showed that the most dominant consumer characteristics buying granulated sugar in Indralaya District were female, age group 46-55 years old, high school education level and dominantly working as a housewife and followed by entrepreneurs or traders, family members 6, having income is high Rp3.500.000,- and is married. The results of the research show that the attributes of granulated sugar that become consumer preferences are yellowish brown, have a large grain size (1,3 mm), with a packaging size of 1kg, and branded packaging design. While the attribute of sugar that is most considered by consumers in purchasing is the color attribute. The attributes of granulated sugar starting from the most considered are color, crystal size, packaging size and packaging design. Keywords: characteristics, fishbein, multi-attribute, tastes.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Preferensi Gula, Atribut Gula
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:	Surya Guru Sihombing
Date Deposited:	27 Jul 2022 03:02
Last Modified:	27 Jul 2022 03:02
URI:	http://repository.unsri.ac.id/id/eprint/74818

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