@misc{eprints55045,
           title = {ANALISIS PERILAKU KONSUMEN DALAM PEMBELIAN SAYURAN

DI PASAR TRADISIONAL KOTA METRO},
          author = {1414131088 Inggitina Sasmaya},
         address = {UNIVERSITAS LAMPUNG},
       publisher = {FAKULTAS PERTANIAN},
            year = {2019},
             url = {http://digilib.unila.ac.id/55045/},
        abstract = {Penelitian ini bertujuan untuk mengetahui karakteristik konsumen, sikap
konsumen, serta tahapan pengambilan keputusan dan factor-faktor yang
mempengaruhi pembelian sayuran di Pasar Tradisional Kota Metro. Penelitian ini
dilakukan menggunakan metode survey di mana sampel penelitian sebanyak 60
orang dipilih melalui accidental sampling. Data penelitian dianalisis secara
deskriptif kuantitatif, Multiatribut Fishbein, dan Analisis Seemingly Unrelated
Regression. Hasil penelitian menunjukkan bahwa sebagian besar konsumen
bersuku Jawa usia 25-35 tahun berstatus menikah dengan jumlah anggota rumah
tangga 3-4 orang. Pekerjaan sebagian besar konsumen sebagai ibu rumah tangga
yang berpendidikan tamat SMA dengan pendapatan di bawah Rp3.000.000/bulan.
Sikap konsumen terhadap sayuran yang tertinggi ditujukan untuk bayam.
Pengambilan keputusan pembelian sayuran oleh konsumen melalui tahap
pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, keputusan
pembelian, dan evaluasi pasca pembelian. Selera konsumen pada setiap jenis
sayuran berpengaruh terhadap jumlah yang dibelinya. Selain itu, pembelian
terong dipengaruhi oleh harga terong, bayam, daun ketela pohon, dan telur serta
selera pada bayam; pembelian kacang panjang dipengaruhi oleh harga tempe,
jumlah anggota RT dan selera terhadap bayam; pembelian bayam dipengaruhi
oleh harga bayam, kacang panjang dan tempe serta pendapatan RT; pembelian
kangkung dipengaruhi oleh selera terhadap bayam; sedangkan pembelian daun
ketela pohon dipengaruhi oleh harga daun ketela pohon dan tempe, pendapatan
RT, jumlah anggota RT.
Kata kunci : pembelian, perilaku konsumen, sayuran, sikap, selera. The purpose of this study is to determine the consumer characteristics, consumer
attitudes, the stages of decision making, and factors that influence vegetable
purchase at Traditional Market in Metro City. This study used a survey method.
The research sample of 60 people was selected through accidental sampling. The
research data were analyzed by quantitative descriptive, Multi-Attribute Fishbein,
and Seemingly Unrelated Regression Analysis. The results showed that most of
the consumers were Javanese aged 25-35 years old with the marital status of
consumers who were wives whose household members were 3-4 people.
Vegetable consumers were mostly housewives who graduated from high school
and had income below IDR3,000,000/month. The highest consumer attitude
towards vegetables was given to spinach. Purchasing decision making by
vegetable consumers was done by needs recognition, information seeking,
alternative evaluation, purchasing decisions, and post-purchase evaluation. The
appetites for each type of vegetable influenced the amount they bought. In
addition, the purchase of eggplant was influenced by its price, spinach, cassava
leaves and eggs prices, and appetite towards spinach; of long beans was
influenced by its price and tempeh price, number of household members, and
appetite for spinach; of spinach was influenced by its price, long beans and
tempeh prices, and household income; of water spinach was influenced by
appetite for spinach; while of cassava leaves was influenced by its price and
tempeh price, household income, and number of household members.
Key words: appetite, attitude, consumer behavior, purchasing, vegetables.}
}