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FAKTOR FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN TERHADAP PAKAN TERNAK BERBAHAN DASAR MINYAK JELANTAH PADA UMKM PASTA 30 DI KECAMATAN SUKARAMI KOTA PALEMBANG

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This study aimed to analyze consumer perceptions of livestock feed made from used cooking oil at UMKM Pasta 30, analyze consumer purchasing decisions, and identify the factors influencing consumer purchasing decisions. The study employed a survey method with a quantitative approach. Data were collected through structured questionnaires administered to 40 respondents selected using purposive sampling, consisting of consumers who had purchased and used the livestock feed product made from used cooking oil. Data were analyzed descriptively using a Likert scale to measure consumer perceptions and purchasing decisions, while multiple linear regression analysis was used to examine the effects of price affordability, feed quality, income, and education on purchasing decisions. The results showed that consumer perceptions of livestock feed made from used cooking oil were categorized as high, reflecting positive evaluations of the product's benefits, trustworthiness, and overall consumer attitudes. Consumer purchasing decisions were also classified as high, as indicated by confidence in choosing the product, satisfaction after use, and the tendency to repurchase and recommend the product to others. The results of the multiple linear regression analysis revealed that price affordability, feed quality, income, and education simultaneously had a significant effect on purchasing decisions, with a coefficient of determination (R²) of 0.789. Partially, price affordability, feed quality, and income had a positive and significant effect on purchasing decisions, whereas education had no significant effect. In conclusion, consumer purchasing decisions regarding livestock feed made from used cooking oil at UMKM Pasta 30 are influenced more by economic factors and product quality than by demographic factors. Therefore, improving product quality and setting prices that match consumers' purchasing power are important strategies to enhance business competitiveness and sustainability.

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Detail Information

Series Title

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Call Number

T2011932026

Publisher

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

Collation

xiv, 114 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

636.085 07

Content Type

Text

Media Type

-

Carrier Type

-

Edition

-

Subject(s)

Pakan ternak
Prodi Agribisnis, Jurusan Sosial Ekonomi Pertanian

Specific Detail Info

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Statement of Responsibility

MI

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