ANALISIS PREFERENSI KONSUMEN DALAM PEMBELIAN DAGING KERBAU DI PERUM BULOG DIVISI REGIONAL SUMSEL BABEL DAN DI PASAR MODERN KOTA PALEMBANG

KHAIRUNISA, ELNA and Yazid, Muhammad and Adriani, Dessy (2021) ANALISIS PREFERENSI KONSUMEN DALAM PEMBELIAN DAGING KERBAU DI PERUM BULOG DIVISI REGIONAL SUMSEL BABEL DAN DI PASAR MODERN KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Buffalo meat is one of the food sources of animal protein that is important for nutritional needs. The objectives of this research are (1) to describe the characteristics of consumers who purchased buffalo meat at Perum BULOG Divisi Regional Sumsel Babel and a modern market in Palembang, (2) to analyze the attributes of consumers’ preference in purchasing buffalo meat, (3) to analyze the factors that become consumers’ preference in purchasing buffalo meat and (4) to analyze the decision process in purchasing buffalo meat in Perum BULOG Regional Divisi Sumsel Babel and modern market in Palembang. Preference theory is used to analyze the level of customer satisfaction. The method used in this research was case study with accidental sampling. This study was completed in Februari 2020 which employed 28 customers in Perum BULOG Divisi Regional Sumsel Babel and 33 customers in modern market. The results showed that the dominant characteristics of buffalo meat respondents in Perum BULOG Divisi Regional Sumsel Babel were mostly female who has 3-5 family members, 36-45 age group, the average family income above Rp6.000.000/month, undergraduate, and work as entrepreneur. The dominant characteristic of buffalo meat respondents in modern market were housewife, aged 36-45 years old, undergraduate, has 3-5 family members, and average income Rp2.600.000-6.000.000/month. The factors that influenced the preference for buffalo meat in modern market were price, income, and family members and aged, while gender was not consumers’ preferences factors in purchasing buffalo meat. The attribute that mostly considered in buffalo meat was the avaibility buffalo meat.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	buffalo meat, consumer preferences, markets, Perum BULOG
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Elna Khairunisa
Date Deposited:	03 Feb 2022 03:14
Last Modified:	03 Feb 2022 03:14
URI:	http://repository.unsri.ac.id/id/eprint/64317

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