SIKAP DAN PENGAMBILAN KEPUTUSAN KONSUMEN DALAM MEMBELI BUAH JERUK LOKAL DAN JERUK IMPOR DI BANDAR LAMPUNG

Authors

  • Mellyssa Jumiana Rajagukguk
  • Wuryaningsih Dwi Sayekti
  • Suriaty Situmorang

DOI:

https://doi.org/10.23960/jiia.v1i4.713
Abstract View: 6853

Abstract

This research aimed to determine the consumer attitude towards a decision to buy local and imported oranges, the purchase pattern of consumer towards local and imported oranges, and the factors that influence the purchased amount of oranges in Bandar Lampung. The research was conducted on purpose in
traditional and modern markets in Bandar Lampung, i.e. Tugu Market, Koga Market, Way Halim Market, Pasir Gintung Market, SMEP Market, Tamin Market, Rajabasa Market, Panjang Market, Cimeng Market, Kangkung Market, Chandra Tanjung Karang supermarket, Robinson supermarket, Gelael, and Istana Buah.
The total samples were 100 respondents. The samples were selected by accidental sampling method. The reasearch data was collected in February to March 2013 by the survey method. The data was analyzed by Multiatribut Fishbein analysis and multiple linear regression analysis. The results of this research showed
that the consumer preffered the attributes of imported oranges compared to local oranges. The types of oranges purchased by consumers were Medan oranges as local oranges and Mandarin Ponkam as imported oranges. The average frequency of oranges buying was three times per month, and the number of purchase amount was four kilograms per month. The factors that influenced the purchase of oranges were the household income and family size.

Key words: consumer attitude, Multiatribut Fishbein analysis, oranges, purchase pattern

Downloads

Download data is not yet available.

Downloads

Published

2013-10-01

How to Cite

Rajagukguk, M. J., Sayekti, W. D., & Situmorang, S. (2013). SIKAP DAN PENGAMBILAN KEPUTUSAN KONSUMEN DALAM MEMBELI BUAH JERUK LOKAL DAN JERUK IMPOR DI BANDAR LAMPUNG. Jurnal Ilmu Ilmu Agribisnis: Journal of Agribusiness Science, 1(4), 351–357. https://doi.org/10.23960/jiia.v1i4.713

Issue

Vol. 1 No. 4 (2013)

Section

Articles

License

Authors who publish with this journal agree to the following terms:

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).