AULIA PUTRI, ALVINA (2023) ANALISIS PERBANDINGAN FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SAYURAN DI PASAR MODERN DAN PASAR TRADISIONAL (Studi Kasus pada Kecamatan Cikarang Selatan, Kabupaten Bekasi). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The purposes of this study were to analyze the factors that influence consumer behavior towards purchasing decisions for vegetable products in modern markets and traditional markets, how potential consumer segments are, and the types of vegetable products that are in demand and the frequency of consumer purchases vegetable products in modern markets and traditional markets in Cikarang Selatan District, Bekasi Regency. The data used are form of questionnaires obtained by accidental sampling technique and using factor analysis methods with the help of IBM SPSS 24. The results showed that (1) the factors in Modern Market, namely consumer satisfaction factors, individual factors, and promotional factors. Meanwhile, the factors in its Traditional Markets are market and promotion factors, lifestyle factors, and economic factors. (2) The potential segments in these two markets are generally the same as the majority of female consumers, with income levels ranging from above IDR 3.500.000,00. Meanwhile, the different segments between the two markets are the type of work or activity of the respondents (employees and managing the household), level of education and age (3) The types of vegetable products that are in demand at the Modern Market are chinese cabbage, cauliflower, and spinach and the frequency of purchases made by consumers in this market is uncertain. While in traditional markets are shallots, chili, and big chili and the frequency of purchases made by consumers in these markets is > 10 times per month.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tujuan dari penelitian ini adalah untuk menganalisis faktor-faktor yang mempengaruhi perilaku konsumen terhadap keputusan pembelian produk sayuran di pasar modern dan pasar tradisional, bagaimana segmen konsumen potensial, dan jenis produk sayuran yang diminati serta frekuensi pembelian konsumen produk sayuran di pasar modern dan pasar tradisional di Kecamatan Cikarang Selatan Kabupaten Bekasi. Data yang digunakan berupa kuesioner yang diperoleh dengan teknik accidental sampling dan menggunakan metode analisis faktor dengan bantuan IBM SPSS 24. Hasil penelitian menunjukkan bahwa (1) faktor-faktor di Pasar Modern yaitu faktor kepuasan konsumen, faktor individu, dan faktor promosi. Sedangkan faktor Pasar Tradisional adalah faktor pasar dan promosi, faktor gaya hidup, dan faktor ekonomi. (2) Segmen potensial di kedua pasar ini umumnya sama dengan mayoritas konsumen perempuan, dengan tingkat pendapatan berkisar di atas Rp 3.500.000,00. Sedangkan segmen yang berbeda antara kedua pasar tersebut adalah jenis pekerjaan atau aktivitas responden (karyawan dan ibu rumah tangga), tingkat pendidikan dan usia (3) Jenis produk sayuran yang banyak diminati di Pasar Modern adalah sawi putih, kembang kol, dan bayam serta frekuensi pembelian yang dilakukan konsumen di pasar ini tidak pasti. Sedangkan di pasar tradisional yaitu bawang merah, cabai rawit, dan cabai besar serta frekuensi pembelian yang dilakukan konsumen di pasar tersebut > 10 kali per bulan. | |||||||||
| Uncontrolled Keywords: | Keywords: consumer behavior, modern market, traditional market, vegetable products | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) S Agriculture > SB Plant culture |
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| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Alvina Aulia Putri | |||||||||
| Date Deposited: | 02 Aug 2023 16:10 | |||||||||
| Last Modified: | 02 Aug 2023 16:10 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/27500 |
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