CD Skripsi

Analisis Preferensi Konsumen Terhadap Produk Ikan Kaleng Di Kota Pekanbaru

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Pekanbaru, the capital city of Riau Province, has experienced significant growth, accompanied by the expansion of modern retail outlets such as Alfamart and Indomaret. The increasing number of modern retailers reflects a shift in consumer behavior, where people prefer to shop at places that offer convenience, easy access, affordable prices, and a wide variety of products. The consumption patterns of Indonesian society, including in Pekanbaru City, have changed from traditional markets to modern retail formats. This shift is driven by factors such as urbanization, rising income levels, and increasingly busy lifestyles, prompting consumers to seek quick and practical solutions offered by modern retailers like Alfamart and Indomaret. These retailers are known for offering a wide range of daily necessities, including canned fish products. This product diversity provides consumers with broader choices and enables them to compare various brands and product types directly.
Alongside these changes, consumers' food choices have also transformed, especially toward practical and long-lasting food products such as canned fish. Canned fish is a popular food product due to its ease of storage, year-round availability, and consistent taste. Modern retailers like Alfamart and Indomaret have become consumer favorites as they provide convenience, easy access, and a variety of product options.
Studying consumer preferences in modern retail settings can offer insights into consumer shopping behavior and their preferences for canned fish products. However, consumer preferences cannot be separated from their socioeconomic background. Socioeconomic factors such as income level, education, and employment status can significantly influence consumers’ choices when selecting products.
Consumer preferences greatly affect the demand and market success of canned fish products. Yet, the factors influencing these preferences are not fully understood. Therefore, this study aims to identify the key factors influencing consumer preferences—such as price, quality, brand, and promotion—and how modern retailers play an important role in meeting consumer needs in densely populated areas.
This research was conducted from January to March 2025 in Tuah Madani Sub-district, Pekanbaru City, Riau Province. A survey method was employed, involving 100 respondents. Respondents were selected using purposive sampling, focusing on consumers who were either purchasing or had previously purchased canned fish from Alfamart and Indomaret. These respondents were final consumers who bought the products for personal consumption, not for resale. Both primary and secondary data were collected through direct interviews using questionnaires and Google Forms.The objectives of this study are 1) To analyze consumer preferences for canned fish products in Pekanbaru City. 2) To analyze the product attributes considered by consumers when purchasing canned fish in Pekanbaru City. 3) To analyze the consumption trends of canned fish based on consumers' socioeconomic characteristics in Pekanbaru City.
The results indicate that consumers in Pekanbaru prefer canned fish products with well-known brands, reasonable prices, a variety of flavors, complete nutritional information, large-sized packaging, and sardine-type fish. This combination of attributes suggests that consumers tend to favor products perceived as high quality and suitable for household needs. The product attributes that most influence consumer preferences, in order of importance, are brand, followed by price, nutritional information, flavor, packaging size, and finally, the type of fish. This implies that brand perception is the dominant factor in canned fish purchasing decisions.
Finally, the majority of canned fish consumers come from the middle-income group, earning between IDR 2,500,000 and IDR 3,500,000 per month (53%). In terms of occupation, housewives represent the largest portion of respondents at 40%, indicating that they play a significant role in household purchasing decisions. Furthermore, most respondents have a high school (SMA/SMK) education background (45%), showing that canned fish products are particularly favored among consumers with moderate educational levels.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2004112442

Penerbit

Pekanbaru : Universitas Riau - Fakultas Perikanan Dan Ilmu Kelauatan - Sosial Ekonomi Perikanan., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2004112442

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

SOSIAL EKONOMI PERIKANAN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Vina

Versi lain/terkait

Lampiran Berkas

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