Skripsi

ANALISIS PERILAKU KONSUMEN PEMPEK LALA DI KOTA PALEMBANG

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Analysis of consumer behavior is one of the important factors in analyzing and influencing consumer purchasing decisions, especially in Pempek Lala. This study aims to analyze consumer behavior toward Pempek in Palembang City, with a specific focus on consumers of Pempek Lala. The objectives of this research are: (1) to identify the characteristics of Pempek Lala consumers, (2) to analyze consumer perceptions of Pempek in Palembang, and (3) to examine the influence of product quality, price, brand, and location on the purchasing behavior of Pempek consumers. The research employed a survey method with data collected through questionnaires and field observations. A total of 50 respondents were selected using accidental sampling. Descriptive analysis and factor analysis methods were used to process and analyze the data. The results showed that most Pempek Lala consumers are female, aged between 18–27 years, and employed as private workers. Consumers gave a positive perception of product quality, price, and brand. These variables were found to significantly influence consumer purchasing decisions. Accessibility, affordability, and brand recognition were also identified as key factors contributing to consumer satisfaction and loyalty. The study concluded that Pempek Lala successfully meets consumer preferences and expectations in terms of taste, quality, and price, making it a competitive choice among local culinary products.

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Availability

Detail Information

Series Title

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Call Number

T1864312025

Publisher

Indralaya : Prodi Agribisnis, Jurusan Sosial Ekonomi Pertanian, Fakultas Pertanian Universitas Sriwijaya., 2025

Collation

xvii, 101 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.834 207

Content Type

Text

Media Type

unmediated

Carrier Type

other (computer)

Edition

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Subject(s)

Analisis Perilaku Konsumen
Prodi Agribisnis, Jurusan Sosial Ekonomi Pertanian

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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