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Perilaku Konsumen Pada Pembelian Gula Pasir Bermerek Dan Curah Di Kota Pekanbaru

This study was aimed to determine consumer characteristics and buying habits on branded and bulk granulated sugar, analyze the attribute that influence consumer attitudes, consumer behavior and analyze the relationship between respondents' characteristics and purchasing habits that influence consumer behavior of branded and bulk sugar. This research was conducted in Pekanbaru City and mall-intercept sampling method with purposive sampling was applied. The data analysis applied in this study was descriptive analysis, attitude model, subjective norm model, behavior analysis using Theory of Reasoned Action (TRA), and crosstab analysis. The results showed that: (1) the characteristics and spending habits of respondents who purchased branded sugar had an income of > IDR 1,000,000 and had a tendency to buy granulated sugar in modern retailers because they also shop for other household needs. Whereas respondents who purchased bulk sugar are more diverse in their income levels, namely earning < IDR 1,000,000 to > IDR 1,000,000, and the dominant location of purchase was traditional retail. Consumption of bulk sugar is more dominant (61%) compared to branded sugar (39%). Regarding consumer spending habits, the traditional retail is slightly more dominant (53%) compared to modern retailers (47%). (2) the value of consumer attitudes towards branded sugar products is 13.206 and for bulk sugar 9.075. (3) the value of consumer behavior of branded sugar is 925.6 and for bulk sugar 793.87. This means that consumer buying behavior towards branded and bulk sugar is good. (4) the characteristics of the respondents of granulated sugar do not have a relationship with buying habits because of the probability value (significance) of Chi-Square > 0.05.
Keywords: consumers, attitude, behavior, branded sugar, bulk granulated sugar

Ketersediaan
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Perpustakaan Universitas Riau 06 02. 119 (0018)
06 02. 119 (0018)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
06 02. 119 (0018)
Penerbit
Pekanbaru : Universitas Riau – Fakultas Pertanian – Agribisnis.,
Deskripsi Fisik
vi, 71 hlm.; ill.; 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
06 02. 119 (0018)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
AGRIBISNIS
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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