Analisis Keputusan Konsumen Dalam Pembelian Ayam Broiler Di Pasar Syariah Ulul Albab Kecamatan Siak Hulu Kabupaten Kampar

Olisa, Voni (2022) Analisis Keputusan Konsumen Dalam Pembelian Ayam Broiler Di Pasar Syariah Ulul Albab Kecamatan Siak Hulu Kabupaten Kampar. Other thesis, Universitas Islam Riau.

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Abstract

Manufacturers (marketers) should formulate marketing strategies to pay attention to consumer needs or expectations and the factors that determine consumer decisions in purchasing products. This study aims to analyze: (1) consumer characteristics, traders and business profiles of broiler chickens, (2) factors that determine consumer purchasing decisions in buying broiler chickens, (3) broiler chicken marketing strategies in Sharia Market Ulul Albab Siak Hulu District Kampar Regency. This research was conducted by survey method. The respondents of the study were consumers and merchants, number of consumer was 52 people selected by accidental sampling and number of merchant 10 people were selected by census. Data analyzed are descriptively and factor analysis. The results showed that the characteristics of broiler chicken consumers were predominantly female (78.85%) with an average age of 31-35 years. The average education level of 12.73 years is equivalent (SLTA), dominated by work as a housewife. The average income per month is Rp. 4,932,629, and family dependents are 2-3 people (65.38)%. The characteristics of traders are predominantly male (60%) with an average age of 37.9 years. The average education level of 11.4 years is equivalent (SLTA), the average income per month is Rp. 5,550,000 number of family dependents 3 people. Broiler chicken business profile with a schedule to open every Monday to Sunday, the average stall area is 4m2 , the number of chickens sold is 70.5 kg per day, the number of workers 2 people. The factors that determine the decision to buy broiler chickens are formed 1 factor, namely product factors (chicken age, chicken nutritional content), price (price of broiler chickens, prices other than broiler chickens), place (market distance from home, cleanliness of stalls) and service (speed of processing). The marketing strategy in Ulul Albab Sharia Market must pay attention to the availability of products that can meet the needs of consumer consumption of broiler chickens, at a price that is suitable for the broiler chicken market, with comfort and cleanliness of the place and good service in the form of processing speed, agility and hospitality.

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