Faktor-faktor Yang Menentukan Keputusan Konsumen Dalam Pembelian Ayam Kampung Di Pasar Pagi Arengka Kota Pekanbaru

Melakasari, Melakasari (2022) Faktor-faktor Yang Menentukan Keputusan Konsumen Dalam Pembelian Ayam Kampung Di Pasar Pagi Arengka Kota Pekanbaru. Other thesis, Universitas Islam Riau.

Text 174210517.pdf - Submitted Version Download (4MB)

Abstract

FACTORS THAT DETERMINE CONSUMER DECISIONS IN THE PURCHASE OF KAMPUNG CHICKEN AT THE ARENGKA MORNING MARKET IN PEKANBARU CITY, RIAU PROVINCE, UNDER THE GUIDANCE OF MRS. DR. IR. MARLIATI, M.SI. Marketers must formulate marketing strategies to pay attention to consumer needs or expectations and the factors that determine consumer decisions in buying products. This study aims to analyze (1) Consumer Characteristics, Merchants and Profiles of Village Chicken Kiosks (2) What factors determine consumer decisions in purchasing chicken. (3) Village chicken marketing strategy at Arengka Morning Market Pekanbaru City. This research took place in the month of December to December 2021 at the Arengka Morning Market in Pekanbaru City. This research was conducted by survey method. The respondents of the study were consumers and merchants. The number of consumer respondents was 56 people selected by accidental sampling and the number of respondents merchants 10 people were selected by census. Data is analyzed descriptively and factor analysis. The results of the study are known: (1) The characteristics of chicken consumers are mostly female 71% with the age of 34-38 years 23% average age of 40.29 years. The average level of education of 12 years is equivalent (SLTA). She works as a housewife for 50%. The average income is Rp. 5,258,929, married status is 95%, family dependents are about 4-7 people 84%. Characteristics of village chicken traders are dominated by the male sex 70%, the age of traders between 31-38 years. The average level of education is 10.2 years equivalent (SLTA), the average monthly income is Rp.3,000,000, the number of dependents of 3 people's families, has a married status of 90%. Profile of the village chicken stall with the number of chickens sold per month at most 45-50 kg, the stall has an area of 10m2, the average stall ownership rents, has a workforce of 1 person. (2) Factors that determine the decision to buy chicken consumers in The Morning Market Arengka Pekanbaru City consists of 7 variables: chicken weight, nutritional content, chicken age, chicken price, sales service, speed of sales, speed of gambling, honesty of scales. (3). The marketing strategy of chicken villages in The Morning Market of Arengka Pekanbaru City must pay attention to the availability of products to meet the needs of consumers for chicken village, with the price of chicken quality, with consumer comfort and cleanliness of the place and polite service both in the form of dexterity of waiters and honesty of scales.

Actions (login required)

View Item