CD Skripsi

Analisis Pengambilan Keputusan Konsumen Terhadap Pembelian Fillet Ikan Di Kota Pekanbaru

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This study analyzes consumer decision-making processes and the factors influencing fish fillet purchases in Pekanbaru City. Conducted in May 2025, the study employed a quantitative survey method with 55 respondents selected via accidental sampling from four major supermarkets. The research aims to describe consumer decision processes and identify key purchasing drivers. Findings indicate that consumers primarily choose fish fillets for cooking time efficiency and nutritional needs. Family/friend recommendations are the main information source, with product freshness being the most crucial information. Product quality and practicality are dominant considerations in alternative evaluation, followed by affordable price. Most consumers frequently compare similar products. Multiple linear regression analysis identified price, product quality, practicality, taste, and service as factors significantly and positively influencing purchase decisions. Conversely, promotion and location did not show a significant influence. High consumer satisfaction levels drive repurchase intentions and positive recommendations.

Keywords: Consumer Decision-Making, Fish Fillet, Product Quality, bPracticality, Pekanbaru

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2104113175

Penerbit

Pekanbaru : Universita Riau – Fakultas Perikanan Dan Ilmu Kelautan – Sosial Ekonomi Perikanan., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2104113175

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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