Analisis Keputusan Konsumen Rumahtangga Dalam Pembelian Buah Mangga Lokal Di Pasar Buah Kota Pekanbaru Provinsi Riau

Pohan, Roni Rahmad (2023) Analisis Keputusan Konsumen Rumahtangga Dalam Pembelian Buah Mangga Lokal Di Pasar Buah Kota Pekanbaru Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

ABSTRACT Roni Rahmad Pohan (174210393), Analysis of Household Consumer Decisions in Purchasing Local Mangoes at the Fruit Market in Pekanbaru City, Riau Province, Under the Guidance of Mr. Heriyanto, SP., M.Sc. Consumer behavior in purchasing a product consists of 5 stages, namely need recognition, information search, alternative evaluation, decision process and post-purchase behavior. Many factors determine consumer decision behavior, including fruit attribute factors and the 7P marketing strategy carried out by traders. This study aims to analyze (1) Consumer characteristics of local mangoes at the Pekanbaru City Fruit Market, (2) Consumer purchasing decision processes for local mangoes at the Pekanbaru City Fruit Market, (3) What are the dominant factors that determine consumer decisions in buying local mangoes at the Pekanbaru City Fruit Market, (4) Marketing strategy for local mangoes at the Pekanbaru City Fruit Market. This study uses a survey method. The sampling technique used for local fruit consumer respondents is Accidental Sampling. The types of data used are primary data and secondary data. The analytical tools used are descriptive analysis and factor analysis. Data processing uses Microsoft Excel 2010 and SPSS version 22.0. Based on the research results it is known (1) the characteristics of local fruit consumers are mostly female as much as 58%, with 28-34 years old as much as 25% and an average age of 37.33 years, with an average education of 13.40 years as much as 58% , 87% are married, 32% have status as private employees, and earn an average of Rp. 4,640,833, (2) the consumer purchasing decision process in buying local fruit based on quality products and depending on the situation, (3) The factors that determine consumer decisions in purchasing local fruit at the Pekanbaru City Fruit Market are formed by one factor consisting of 6 variables namely fruit taste, fruit freshness, fruit aroma, availability at the fruit market, fruit arrangement and convenience at the fruit market (4) the marketing strategy for local mangoes is to prioritize the factors that most determine consumer decisions, the quality of the products sold should give satisfaction to consumers , with affordable prices but good quality and provide good service as well.

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