PREFERENSI KONSUMEN TERHADAP PEMILIHAN BUAH IMPOR (STUDI KASUS PADA RITA PASARAYA ISOLA PURWOKERTO)

ADININGSIH, WINDA HASTARI (2018) PREFERENSI KONSUMEN TERHADAP PEMILIHAN BUAH IMPOR (STUDI KASUS PADA RITA PASARAYA ISOLA PURWOKERTO). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

[img] Text
WINDA HASTARI ADININGSIH_COVER.pdf

Download (1MB)
[img] Text
WINDA HASTARI ADININGSIH_BAB I.pdf

Download (661kB)
[img] Text
WINDA HASTARI ADININGSIH_BAB II.pdf

Download (773kB)
[img] Text
WINDA HASTARI ADININGSIH_BAB III.pdf
Restricted to Repository staff only

Download (937kB)
[img] Text
WINDA HASTARI ADININGSIH_BAB IV.pdf
Restricted to Repository staff only

Download (734kB)
[img] Text
WINDA HASTARI ADININGSIH_BAB V.pdf
Restricted to Repository staff only

Download (944kB)
[img] Text
WINDA HASTARI ADININGSIH_BAB VI.pdf
Restricted to Repository staff only

Download (732kB)
[img] Text
WINDA HASTARI ADININGSIH_DAPUS.pdf

Download (658kB)
[img] Text
WINDA HASTARI ADININGSIH_LAMPIRAN.pdf
Restricted to Repository staff only

Download (1MB)

Abstract

Fruit demand is currently filled with offers from domestic and imported fruits. The development of imported fruits has increased every year because the quality of local fruits has not been able to show superiority compared to the imported ones. The increasing number of imported fruits is influenced by consumers' interest for taste, aroma, color, and appearance. Consumer is a person encouraged to carry out activities in order to achieve a goal. Individual desire to achieve goal or decision making is based on preferences and perceptions. The purposes of this study were 1) to find out characteristics of respondents and imported fruit purchase in Rita Pasaraya Isola Purwokerto 2) to find out the factors differentiating consumer preferences in buying imported fruits in Rita Pasaraya Isola Purwokerto 3) to find out the attributes taken into consumer preference consideration in buying imported fruits in Rita Pasaraya Isola Purwokerto. Hypothesis of this study was there were differences of the consumer preferences on the selection of imported fruits from various factors. This study focused on citrus fruits, apples, and imported pears whose types were often consumed by the community and found at the research site. This study was conducted during December 2017 - August 2018 in Rita Pasaraya Isola Purwokerto. It used accidental sampling method with 40 respondents as the sample of this study. The type of data used was primary and secondary data. The analysis used was chi square analysis and Fishbein multi attribute. Respondents bought imported fruits in Rita Pasaraya Isola Purwokerto were females in the range of 30 - 39 years old, high school graduates, had no job (housewives), earned IDR. 4,000,000 - IDR. 6,000,000 and had a total of 1 - 4 family members. Consumers bought oranges, apples, and imported pears considering the strategic location. Purchase frequency of the imported fruits was uncertain. The amount of fruit purchased can be more than 2 kg for self-consumption in a month. The results of chi square analysis showed that there were differences in consumer preferences on the selection of imported fruits (oranges, apples, pears) in general from the sex factor and the number of family members at 95% confidence level. Based on Fishbein multi-attribute analysis, it was known that the most considered attribute for customers on the purchase decision of imported oranges was flavor attribute, while the most considered attribute for purchasing the imported apples and pears was the fruit skin color.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: imported fruit, consumer preference, chi-square analysis, fishbein multi attribute analysis
Subjects: S Agriculture > S Agriculture (General)
Divisions: Fakultas Pertanian dan Perikanan > Agribisnis S1
Depositing User: Iin Hayuningtyas
Date Deposited: 28 Apr 2022 03:08
Last Modified: 28 Apr 2022 03:08
URI: https://repository.ump.ac.id:80/id/eprint/11519

Actions (login required)

View Item View Item