Faktor-faktor Yang Berpengaruh Terhadap Keputusan Konsumen Dalam Pembelian Daging Sapi Di Pasar Pagi Arengka Kota Pekanbaru Provinsi Riau

Hamdiah, Sofie (2022) Faktor-faktor Yang Berpengaruh Terhadap Keputusan Konsumen Dalam Pembelian Daging Sapi Di Pasar Pagi Arengka Kota Pekanbaru Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

Factors Influencing Consumer Decisions In Beef Purchases At The Arengka Morning Market, Pekanbaru City, Riau Province. Under the guidance of Mrs. Dr. Ir. Marliati, M. Si. Many factors influence the purchase of beef. The most influential factor that must be considered is the product to increase the number of sales. This study aims to analyze (1) Characteristics of consumers, traders and beef business profiles in the Arengka Morning Market in Pekanbaru City (2) The decision process for purchasing consumer meat in beef production (3) Factors that have a significant influence on consumer decisions in purchasing beef (4) Beef marketing strategies. The method used in this study is the survey method. The types of data used are primary data and secondary data. The data were analyzed using descriptive statistical analysis and logistic regression analysis. Data processing using Microsoft Excel 2010 and SPSS program version 24.0. Based on the results of the study, it is known that (1) The characteristics of beef consumers are mostly female sex ( 97%), with an age of 33-39 years (28%) and an average age of 36,63 years, an average education of 12,53 years, as a housewife (40%) with an average income of Rp. 3.533.333 and an average number of family members of 3 people. the characteristics of beef traders are dominated by male, with an average age of 40 years, with an average income of Rp. 10,357,000 has an average family dependent number of 4 people, (2) The consumer's purchasing decision process in buying beef based on the benefits of fulfilling 4 healthy 5 perfect, sources of information from the family, alternative places to buy traditional markets, deciding to buy quality and planned products, consumers will repurchase due to the need, (3) Factors that determine consumer decisions in purchasing beef are formed 4 variables, namely the freshness of the meat, discounts, the distance of the stall to the parking lot and the speed of transactions (4) The beef marketing strategy at the Arengka Morning Market in Pekanbaru City is prioritized to provide quality meat, fresh beef, discounts, provide good service so that consumers will feel satisfied buying it.

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