CD Skripsi

Perilaku Konsumen Dalam Pembelian Minyak Goreng Kelapa Di Kecamatan Binawidya Kota Pekanbaru (Studi Kasus Pada Produk Minyak Goreng Kelapa Barco)

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ABSTRACT
This study aims to identify consumer characteristics, analyze attitudes,
determine attribute quadrants, and analyze consumer behavior in purchasing Barco
coconut cooking oil in Binawidya District, Pekanbaru City. This study was
conducted at modern retail outlets in Binawidya District. The research method used
is the case study method. The sampling technique was carried out by accidental
sampling. The number of samples in this study was 96 samples with the criteria of
consumers shopping at least 2x with a sample age of > 21 years. The data analysis
method used an attitude model, IPA analysis, subjective norm model, and theory of
reasoned action model. The results showed that the majority of consumers were
women, aged 26-35 years with a bachelor's degree, working as housewives with an
average monthly household income of more than Rp7,200,000 and a family of 1-3
people. The overall value of consumer attitudes towards the attributes has a positive
value of 25.51 and is included in the good category. This means that consumers
have good characteristics and are satisfied with the attributes of Barco coconut
cooking oil. There are 4 attributes included in quadrant II (maintain achievement),
namely the attributes of product quality, nutritional information, taste, and ease of
obtaining. There are 4 attributes included in quadrant III (low priority), namely the
attributes of size, color, price, and packaging. Consumer behavior in purchasing
Barco coconut cooking oil has a positive value of 1,490.48. This means that
consumer behavior in purchasing Barco coconut cooking oil products is good.
Keywords : Attitudes, behavior, consumer, coconut oil, fishbein

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1806111454

Penerbit

Pekanbaru : Universitas Riau – F.PERTANIAN – AGRIBISNIS., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1806111454

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Agribinis

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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