ANALISIS KEPUTUSAN KONSUMEN DALAM PEMBELIAN BUAH DI PASAR MODERN SECARA ONLINE DAN OFFLINE PADA MASA PANDEMI COVID-19 DI KOTA PALEMBANG

PUTRI, AYU SARTIKA and Junaidi, Yulian and Bidarti, Agustina (2021) ANALISIS KEPUTUSAN KONSUMEN DALAM PEMBELIAN BUAH DI PASAR MODERN SECARA ONLINE DAN OFFLINE PADA MASA PANDEMI COVID-19 DI KOTA PALEMBANG. Undergraduate thesis, UNIVERSITAS SRIWIJAYA.

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Abstract

Analisis Keputusan Konsumen dalam Pembelian Buah di Pasar Modern secara Online dan Offline pada Masa Pandemi Covid-19 di Kota Palembang Analysis of Consumer Decisions in Fruit Purchases in Modern Markets Online and Offline during the Covid-19 Pandemic in Palembang City Ayu Sartika Putri , Yulian Junaidi , Agustina Bidarti3 Program Studi Agribisnis, Fakultas Pertanian, Universitas Sriwijaya Jalan Palembang-Prabumulih Km.32, Indralaya Ogan Ilir 30662 Abstract At the end of 2019 to early 2021 Indonesia continued to increase positive cases of Covid-19. The increase in positive cases of Covid-19 affects many aspects. One of them is nutrition which is a basic need of life. During pandemics, fruit consumption behavior increases in society. Viruses that can spread in an instant cause people to be required to apply social distancing or physical distancing, so that buying and selling activities directly or face-to-face are attempted to be minimized and given other alternatives such as online services but can still be done offline. The purpose of this study is (1) Describes the character of consumers who make fruit purchases in modern markets online and offline during the Covid-19 pandemic, (2) Describing the process of making consumer decisions in fruit purchases in modern markets online and offline during the Covid-19 pandemic,and (3) Analyze the factors influencing consumer decisions in fruit purchases in modern markets online and offline during the Covid-19 pandemic. The researchers were conducted in May 2021. The research method used is the survey method. The data collection method used is the Purposive sampling method. The data collected consists of primary data and secondary data. The data processing methods used are descriptive analysis of consumer characteristics and decision-making processes, and logistic regression. The results showed that the factors that influence consumer decisions in fruit purchases in modern markets online and offline during the Covid-19 pandemic are age, price, and location.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Covid-19 Pandemic, Purchasing Decisions, Online and Offline Fruit Purchases
Subjects: S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
S Agriculture > S Agriculture (General) > S589.7 Agricultural ecology (General)
Divisions: 05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User: AYU SARTIKA PUTRI
Date Deposited: 08 Dec 2021 08:13
Last Modified: 08 Dec 2021 08:13
URI: http://repository.unsri.ac.id/id/eprint/59020

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