Skripsi

PREFERENSI KONSUMEN TERHADAP PELAYANAN DAN PEMBELIAN BUAH LOKAL DAN IMPORT TOKO CEK NIA 15 ULU PALEMBANG

---

Consumers’ role in making purchasing decisions is influenced by several factors, namely service, price, and quality. This study aims to examine consumers’ perceptions and preferences, as well as to analyze their influence on purchasing decisions regarding local and imported fruits at Toko Cek Nia, 15 Ulu Palembang. The primary method used was a survey employing an accidental sampling technique involving 30 respondents. Data collection was conducted using primary and secondary data gathered through questionnaires and interviews, which were then analyzed using the Likert scale and binary logistic regression with the aid of SPSS. The variables studied included service, price, and quality. The results of the study indicate that consumer perceptions of service at Cek Nia Store range from poor to very good. Meanwhile, consumer preference for local fruits is classified as good, while that for imported fruits falls into the fairly good category. Based on the logistic regression analysis, it was found that the price variable has a significant influence on the decision to purchase both local and imported fruits. Additionally, consumer perceptions of price also fall within the “good” to “very good” categories and were found to have a significant influence on the selection of fruit types purchased. Thus, price is one of the main factors consumers consider in the purchasing process. This study is expected to provide useful insights for business owners in formulating marketing strategies and improving quality and service.

---

Availability

Detail Information

Series Title

-

Call Number

T2004462026

Publisher

Indralaya : Prodi Agribisnis, Jurusan Sosial Ekonomi Pertanian, Fakultas Pertanian Universitas Sriwijaya., 2026

Collation

x, 105 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

-

Classification

658.834 207

Content Type

Text

Media Type

-

Carrier Type

-

Edition

-

Subject(s)

Prodi Agribisnis, Jurusan Sosial Ekonomi Pertanian
Perilaku Konsumen--Pembelian Buah Lokal

Specific Detail Info

-

Statement of Responsibility

MI

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment