FAKTOR - FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM MEMBELI BUAH JERUK LOKAL DAN BUAH JERUK IMPOR DI SUPERMARKET KOTA PALEMBANG

MANULLANG, HERI ERVANDO and Junaidi, Yulian and Riswani, Riswani (2017) FAKTOR - FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM MEMBELI BUAH JERUK LOKAL DAN BUAH JERUK IMPOR DI SUPERMARKET KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The objectives of this study were (1) Analyze the process of consumer purchasing decisions oranges at supermarkets in Palembang City, (2) Analyze the factors that may affect consumer behavior on buying local oranges and imported oranges at supermarket in Palembang City. This research was conducted in Supermarkets Giant in Palembang City Regency in Juni 2017. The research method used is survey method. This method is done directly by using questionnaires and conducting interviews to consumers The data collected are primary and secondary data. Based on the result of the research, it can be concluded that (1) Consumer purchasing decision process in this research consists of the introduction of needs, information research, alternative evaluation, purchasing decisions and behavior after buying. Firstly, the consumer understand the needs of consumsing oranges, then get personal experience in buying fresh oranges. Then consumers evaluate the whole by choosing a consideration between taste, appearance, price and availability of oranges. After that the consumer make a decision by giving the reason that is a quality product to buy oranges. The final stage of making the purchase of oranges once a week means that consumers are very satisfied and feel the benefits of consuming oranges. (2) Factors influencing consumer decisions in buying local oranges and imported oranges are taste, appearance, gender, age, education, and number of family members. And factors that significantly influence the decision in buying local citrus fruits and imported citrus fruits are taste, appearance, gender and age.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Buah,buah jeruk
Subjects: S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
S Agriculture > S Agriculture (General) > S539.5-542.3 Research. Experimentation
Divisions: 05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User: Users 10455 not found.
Date Deposited: 28 Jan 2021 02:46
Last Modified: 28 Jan 2021 02:46
URI: http://repository.unsri.ac.id/id/eprint/41311

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