CD Skripsi

Perilaku Konsumen Dalam Membeli Sembako Di Pasar Offline Atau Online Di Kota Pekanbaru

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ABSTRACT Nine basic ingredients play an important role in efforts to improve the quality of human resources, so consumers need to choose where to shop to meet their needs. The existence of a choice of places to shop, will make consumers have the opportunity to choose various types of products and services to be purchased. Based on the type, the market is divided into two, namely the offline market or the online market. The choice of shopping in offline or online markets at this time makes consumers choose where to shop for groceries based on the behavior of each consumer. The purpose of this study is to identify the characteristics of consumers in buying basic necessities in offline or online markets in Pekanbaru City and identify consumer behavior in buying groceries in offline or online markets in Pekanbaru City. This research uses a descriptive method. The data obtained from samples taken with non-probability sampling techniques in the form of accidental sampling based on spontaneity, namely as many as 95 respondents. The results showed that there were differences in the characteristics of offline or online market consumers in terms of age, occupation, education level, income and number of family dependents, but on cultural, psychological, social and personal factors, the average respondent stated that these four factors influenced the decision to buy basic necessities in Indonesia. Pekanbaru and consumer behavior in buying basic necessities in the offline market, on average, respondents stated that they strongly agreed with the product, price, location and promotion in making decisions to buy basic necessities. While the online market consumer behavior on average agrees to the four variables that exist in making decisions to buy groceries. Keywords: basic food, consumer behavior, offline market, online market

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1806124788

Penerbit

Pekanbaru : Universitas Riau –Fakultas Pertanian–Agribisnsis., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1806124788

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

AGRIBISNIS

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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