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MOTIVASI KONSUMEN MEMBELI KUBIS SEGAR DI PASAR PASIR GINTUNG BANDAR LAMPUNG
ABSTRAK MOTIVASI KONSUMEN MEMBELI KUBIS SEGAR DI PASAR PASIR GINTUNG BANDAR LAMPUNG Oleh Paramita Wisnuwardhani Penelitian ini bertujuan untuk menganalisis persepsi dan faktor-faktor yang berhubungan dengan persepsi, motivasi dan hubungan persepsi dengan motivasi, sikap dan hubungan motivasi dengan sikap konsumen dalam membeli kubis segar di Pasar Pasir Gintung. Pengambilan data dilakukan di Pasar Pasir Gintung Bandar Lampung. Penelitian dilakukan pada bulan Febuari sampai dengan Maret 2014. Jumlah sampel penelitian sebanyak 60 orang responden diambil dengan menggunakan metode accidental sampling. Data penelitian dianalisis menggunakan korelasi Rank Spearman, serta analisis deskriptif kuantitatif dan analisis deskriptif kualitatif. Hasil penelitian menunjukkan bahwa persepsi, motivasi, dan sikap konsumen dalam membeli kubis termasuk kriteria tinggi. Faktor-faktor internal (pengetahuan, kebiasaan, keinginan, kebutuhan, dan pendapatan) dan faktor-faktor eksternal (harga, warna, kesegaran, ketersediaan, daya simpan, kebersihan kubis, keamanan kubis, pelayanan pasar dan kenyamanan pasar) berhubungan nyata dengan persepsi konsumen dalam membeli kubis segar di Pasar Pasir Gintung. Persepsi konsumen berhubungan nyata dengan motivasi, sedangkan motivasi konsumen berhubungan nyata dengan sikap konsumen dalam membeli kubis segar di Pasar Pasir Gintung. Kata kunci: kubis, motivasi, persepsi, dan sikap ABSTRACT MOTIVATION OF CONSUMER IN BUYING FRESH CABBAGE AT PASIR GINTUNG MARKET IN BANDAR LAMPUNG By Paramita Wisnuwardhani This research aimed to analyze the perception and its related factors, motivation and its correlation to perception, the attitudes and its correlation to motivation of consumers in buying fresh cabbage. This research was conducted at Pasir Gintung Market in Bandar Lampung. Research data was collected during month of February to March 2014. The numbers of samples as many as 60 respondents were drawn by accidental sampling. Research data was analyzed by correlation analysis of Rank Spearman and by quantitative and qualitative descriptive analysis. The results showed that the perception, motivation, and attitude of consumers in buying fresh cabbage were categorized as high criteria. The internal factors (knowledge, habits, desires, needs, and income) and external factors (price, color, freshness, availability, expired time, hygiene and safety of the cabbage, convenience and service of the market) correlated to the perception of consumers in buying fresh cabbage at Pasir Gintung Market. Consumers’ perception correlated to their motivation; whereas consumers’ motivation correlated to their attitudes in buying fresh cabbage at Pasir Gintung Market. Key words: attitude, cabbage, motivation, perception.
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