CD Skripsi

Analisis Sikap Dan Perilaku Konsumen Dalam Pembelian Beras Di Wilayah Pinggiran Kota Pekanbaru

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ABSTRACT


This study aims to determine the characteristics of consumers, analyze the behavior, attitudes and interests of consumer behavior and the relationship between consumer characteristics and buying behavior. The research was conducted on the outskirts of Pekanbaru City. Data were analyzed descriptively, crosstab, Fishbein, TRA, and Cartesian diagrams. The results showed that 80% of respondents bought packaged rice and 20% bought bulk rice with the largest educational characteristics of packaged rice consumers being SMA/SMK with an average income of IDR 4.435.125 while consumers of bulk rice at the junior high school level had an average income of IDR 2.755.000. Packaged and bulk rice consumers have the largest number of family members in the group of 4-5 people, the age category is in the range of 40-49 years, and is dominated by the Minang ethnic group. Most consumers buy rice with a delicate texture, flavor, premium quality and are not fanatical about the origin of the rice. The predominant packaged rice consumers buy the Belida brand, the packaging size is 10 kg, the location of purchase is at the wholesaler, the purchase frequency is 2-3 times/month, the price is IDR 14.234/kg. Bulk rice consumers mostly buy the Belida brand, the location of purchase is in traditional markets, the purchase frequency is ≥ 6 times/month and the price is IDR 12.850/kg. There are several consumer characteristic variables that significantly influence consumer behavior in education, employment, income and ethnicity. Attributes that are considered by packaged rice consumers are cleanliness, quality, aroma, and price. Price is in quadrant I, cleanliness and quality is in quadrant II, variations in package size are in quadrant III, and variations in aroma are in quadrant IV. Attributes of rice that are most considered by bulk rice consumers are cleanliness, quality, and price. Price attribute is in quadrant I, cleanliness is in quadrant II, aroma is in quadrant III, and quality is in quadrant IV.
Keywords :attitude, behavior, consumer, rice, suburbs

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1906113735

Penerbit

Pekanbaru : Universitas Riau –Fakultas Pertanian–Agribisnis., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1906113735

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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