ANALISIS PERILAKU KONSUMEN TERHADAP PROSES PEMBELIAN BUAH JERUK LOKAL (Citrus sp) (Sebuah Kasus di Pasar Baru Kranggot Kota Cilegon)

Lestari Wulandari, Qory (2015) ANALISIS PERILAKU KONSUMEN TERHADAP PROSES PEMBELIAN BUAH JERUK LOKAL (Citrus sp) (Sebuah Kasus di Pasar Baru Kranggot Kota Cilegon). S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

BSTRACT Orange is one fruits of interest to Indonesia society. This condition indicates that consumer demand for orange fruits is quite high. This study aims to determine the process of consumers behavior conducted by orange consumers at New Kranggot Market in Cilegon City and for knowing the level of orange consumers satisfaction. The study is using survey method. This study is conducted in the traditional market specifically New Kranggot Market Place is chosen deliberately because New Kranggot Market is the biggest traditional market as central traditional market in Cilegon city and the only traditional market between dozens of modern market at Jombang districts. The data used in this study are primary data and secondary data. Data was collected by distributing questionnaires and interviews. The amount of samples in this study were 60 respondents with minimum criteria is already doing purchases twice and if consumers who shopping in one family, then only one person who used as a sample. This study is using a descriptive analysis tools, Importance Performance Analysis (IPA) methods, and Customer Satisfaction Indeks (CSI) method. Based on this research, describe the decision-making process that occurs gradually starting from the onset off needs, information search, alternative evaluation, the decision to buy, feelings/behaviors after purchase. Therefore, consumers satisfaction to overall implementation rate of purchase that orange consumers do at New Kranggot Market in Cilegon Cityon Customer Satisfaction Indeks is satisfied (72%). Keywords: Consumers behavior, Consumers satisfaction, Orange, New Kranggot Market

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Thesis (S1)

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