Kurniasih, Anna (2025) ANALISIS SIKAP DAN PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SAYURAN HASIL BENIH IMPOR DI PASAR TRADISIONAL (Studi Kasus : Pasar Tradisional Pulo Kali Kecamatan Pulo Ampel). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The increasing consumption of vegetables produced from imported seeds, especially during religious holidays, has intensified competition among traders in traditional markets. This study was conducted at Pulo Kali Traditional Market, Pulo Ampel District, Serang Regency, Banten Province, to analyze consumer attitudes and behaviors toward purchasing decisions for imported-seed vegetables. The research employed a quantitative descriptive method with a purposive sampling technique involving 30 respondents. Data were analyzed using Cochran’s Q Test, the Multi-Attribute Fishbein Model, and the Theory of Reasoned Action (TRA). The results showed that consumers considered price, integrity, freshness, product quality, promotion, packaging, and cleanliness as important attributes. Based on the Cochran’s Q Test, no significant differences were found among these attributes. The most dominant attributes were price, freshness, product quality, and cleanliness, which are directly related to product safety and consumer trust. The Multi-Attribute Fishbein analysis produced a negative attitude (ab) value, indicating that consumers tend to dislike or lack trust in imported-seed vegetables due to limited knowledge and understanding of their characteristics and benefits. The Theory of Reasoned Action analysis showed that consumer behavior tends to be definitely not buying because people have not yet recognized the advantages of imported-seed vegetables compared to local ones, and the lack of information regarding seed origin, product advantages, and overall quality prevents consumers from fully appreciating their added value. The study concludes that improving promotion, providing consumer education, and maintaining product freshness and cleanliness are essential to increase consumer trust and purchase interest.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Meningkatnya konsumsi sayuran yang dihasilkan dari benih impor, terutama menjelang hari raya keagamaan, telah memperketat persaingan di antara para pedagang di pasar tradisional. Penelitian ini dilakukan di Pasar Tradisional Pulo Kali, Kecamatan Pulo Ampel, Kabupaten Serang, Provinsi Banten, untuk menganalisis sikap dan perilaku konsumen terhadap keputusan pembelian sayuran hasil benih impor. Penelitian ini menggunakan metode deskriptif kuantitatif dengan teknik purposive sampling yang melibatkan 30 responden. Data dianalisis menggunakan Uji Cochran Q Test, Multiciri Fishbein, dan Theory of Reasoned Action (TRA). Hasil penelitian menunjukkan bahwa konsumen menganggap harga, keutuhan, kesegaran, kandungan gizi, promosi, kemasan, dan kebersihan sebagai atribut penting. Berdasarkan Uji Cochran Q Test, tidak ditemukan perbedaan yang signifikan di antara atribut-atribut tersebut. Atribut yang paling dominan adalah harga, kesegaran, kandungan gizi, dan kebersihan, yang secara langsung terkait dengan keamanan produk dan kepercayaan konsumen. Analisis Multiciri Fishbein menghasilkan nilai sikap (ab) negatif, yang menunjukkan bahwa konsumen cenderung tidak menyukai atau kurang mempercayai sayuran hasil benih impor karena pengetahuan dan pemahaman yang terbatas mengenai karakteristik dan manfaatnya. Analisis Theory of Reasoned Action menunjukkan bahwa perilaku konsumen cenderung “pasti tidak membeli” karena masyarakat belum mengenal keunggulan sayuran hasil benih impor dibandingkan produk lokal, serta kurangnya informasi mengenai asal benih, keunggulan produk, dan kualitas secara keseluruhan yang membuat konsumen belum dapat sepenuhnya menghargai nilai tambahnya. Penelitian ini menyimpulkan bahwa peningkatan promosi, pemberian edukasi kepada konsumen, serta menjaga kesegaran dan kebersihan produk sangat penting untuk meningkatkan kepercayaan dan minat beli konsumen. | |||||||||
| Uncontrolled Keywords: | consumer attitude, consumer behavior, purchase decision, imported-seed vegetables, traditional market. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Anna Kurniasih | |||||||||
| Date Deposited: | 17 Nov 2025 04:22 | |||||||||
| Last Modified: | 17 Nov 2025 04:22 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/56089 |
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