ANALISIS PERILAKU KONSUMEN DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN SAYURAN SEGAR DI PASAR MODERN KOTA JAMBI

Saputra, Aldi (2023) ANALISIS PERILAKU KONSUMEN DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN SAYURAN SEGAR DI PASAR MODERN KOTA JAMBI. S1 thesis, Universitas Jambi.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk: 1) Menggambarkan karakteristik konsumen dalam pengambilan keputusan pembelian Sayuran segar di Pasar Modern Jambi Kota Jambi, 2) Menganalisis faktor-faktor yang mempengaruhi perilaku konsumen dalam pengambilan keputusan pembelian sayuran segar di Pasar Modern Kota Jambi. Penelitian ini dilaksanakan di Pasar modern yang ada di Kota Jambi. Pemilihan lokasi penelitian ini dilakukan dengan metode purposive sampling. Analisis data yang digunakan dalam penelitian ini adalah menggunakan data primer dan menggunakan pendekatan Partial Least Square - Structural Equation Model (PLS-SEM). Hasil penelitian menunjukkan 1.) Karakteristik konsumen dalam membeli produk sayuran segar di pasar modern mayoritas berusia 31-35 tahun, konsumen pasar modern mayoritas adalah wanita, etnis yang paling dominan dalam berbelanja sayuran segar di pasar modern yaitu adalah etnis tionghoa, tempat prioritas responden dalam berbelanja sayuran segar yaitu di pasar modern, konsumen berpendapat bahwa konsumsi sayuran sangat penting dalam memenuhi kebutuhan sehari-hari, konsumen mengkonsumsi sayuran segar ebagai menu pelengkap makanan, pengambil keputusan dalam berebelanja sayuran di pasar modern adalah istri, sumber informasi tempat membeli sayuran di pasar modern responden yaitu pengetahuan terdahulu, pertimbangan konsumen dalam berbelanja sayuran di pasar modern dikarenakan atribut fisik sayuran, Konsumen memutuskan pembelian sayuran secara terencana, Konsumen berbelanja sayuran segar dilakukan setiap hari, Konsumen akan tetap membeli sayuran segar walaupun terjadi kenaikan harga, responden akan tetap membeli sayuran dengan jenis lain apabila tidak tersedia jenis sayuran yang diinginkan, adapun jenis sayuran yang sering dikonsumsi konsumen adalah jenis sayuran daun. 2). Faktor yang mempengaruhi perilaku konsumen sayuran segar di pasar modern adalah faktor internal secara langsung berpengaruh positif dan signifikan terhadap Perilaku konsumen dan variabel sayuran segar, serta faktor internal yang dimoderasi variabel moderasi sayuran segar berpengaruh positif dan signifikan terhadap perilaku konsumen. Faktor eksternal secara langsung berpengaruh positif dan signifikan terhadap variabel moderasi sayuran segar dan berpengaruh positif dan tidak signifikan terhadap perilaku konsumen, serta faktor eksternal yang dimoderasi variabel sayuran segar berpengaruh positif dan signifikan terhadap perilaku konsumen. Variabel moderasi sayuran segar dengan indikator atribut produk dan bauran pemasaran secara langsung berpengaruh positif dan signifikan terhadap perilaku konsumen pada pasar modern di Kota Jambi. ABSTRACT This study aims to: 1) Describe the characteristics of consumers in making fresh vegetable purchasing decisions at Jambi Modern Market, Jambi City, 2) Analyze the factors that influence consumer behavior in making fresh vegetable purchasing decisions at Jambi Modern Market. This research was carried out at the modern market in Jambi City. The selection of the research location was carried out by using purposive sampling method. Data analysis used in this study is using primary data and using the Partial Least Square - Structural Equation Model (PLS-SEM) approach. The results of the study show 1.) The characteristics of consumers in buying fresh vegetable products at the modern market are the majority aged 31-35 years, the majority of modern market consumers are women, the most dominant ethnicity in shopping for fresh vegetables at the modern market is Chinese ethnicity, the priority place for respondents in shopping for fresh vegetables, namely in the modern market, consumers think that consumption of vegetables is very important in meeting their daily needs, consumers consume fresh vegetables as a complementary food menu, the decision maker in shopping for vegetables in the modern market is the wife, the source of information on where to buy vegetables in the modern market respondents namely previous knowledge, consumer considerations in shopping for vegetables in modern markets due to the physical attributes of vegetables, consumers decide to buy vegetables in a planned manner, consumers shop for fresh vegetables every day, consumers will still buy fresh vegetables even though there is a price increase, respondents will still buy vegetables with other types if the desired types of vegetables are not available, while the types of vegetables that are often consumed by consumers are leaf vegetables. 2). Factors that influence consumer behavior of fresh vegetables in the modern market are internal factors that directly have a positive and significant effect on consumer behavior and fresh vegetable variables, and internal factors that are moderated by the moderating variable of fresh vegetables have a positive and significant effect on consumer behavior. External factors directly have a positive and significant effect on the moderating variable of fresh vegetables and have a positive and insignificant effect on consumer behavior, as well as external factors that are moderated by the variable fresh vegetables have a positive and significant effect on consumer behavior. The moderating variable of fresh vegetables with product attribute indicators and marketing mix has a direct positive and significant effect on consumer behavior in modern markets in Jambi City.

Type:	Thesis (S1)
Uncontrolled Keywords:	Perilaku Konsumen, Sayuran segar, Keputusan Pembelian
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pertanian > Agribisnis
Depositing User:	Saputra
Date Deposited:	10 May 2023 02:45
Last Modified:	10 May 2023 02:45
URI:	https://repository.unja.ac.id/id/eprint/47981

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