Herawati, DiahYani (2014) Preferensi Konsumen Terhadap Pembelian Telur Ayam Ras Di Kota Mojokerto. Sarjana thesis, Universitas Brawijaya.
Abstract
Telur ayam ras merupakan salah satu produk pangan hasil ternak yang mempunyai peranan penting dalam pemenuhan gizi masyarakat. Produsen harus memberikan kepuasan kepada konsumen atas produk yang dihasilkannya agar dapat meningkatkan nilai beli konsumen akan produk untuk dikonsumsi yaitu dengan cara mengetahui preferensi konsumen. Konsumen melakukan beberapa hal seperti menghindari keputusan pembelian, mengumpulkan informasi dari teman dan preferensi atas produk yang akan dibelinya untuk mendorongnya dalam mengambil keputusan membeli atau tidaknya suatu produk, oleh karena itu dengan mengetahui preferensi konsumen terhadap telur ayam ras meliputi atribut yang terdapat pada telur ayam ras menjadi penting untuk diperhatikan agar dapat menarik perhatian konsumen dalam membeli telur ayam ras. Tujuan dari penelitian ini adalah mengetahui variabel-variabel yang mempengaruhi preferensi konsumen terhadap telur ayam ras dan mengetahui pengaruh variabel-variabel yang terdapat pada preferensi konsumen terhadap keputusan konsumen dalam membeli telur ayam ras. Penelitian dilaksanakan di Kota Mojokerto pada tanggal 21 Mei sampai 21 Juni 2013. Pemilihan lokasi penelitian dengan pertimbangan tingginya konsumsi masyarakat akan telur ayam ras. Metode penelitian dilakukan dengan carasurvey. Penentuan responden menggunakan metode accidental sampling. Jumlah responden yang diambil sebanyak 100 responden yaituresponden yang sedang membeli telur ayam ras di Kota Mojokerto. Metode pengumpulan data dilakukan dengan mengumpulkan data primer melalui kuesioner yang disebarkan kepada konsumen telur yang berada di Kota Mojokerto yang dijadikan responden. Data diolah menggunakan software SPSS (Statistical Package for Social Science) versi 16.0. Variabel yang di uji meliputi produk (X1) yang terdiri dari bentuk, warna, ukuran, kebersihan dan kandungan gizi, variabel harga (X2) meliputi keterjangkauan harga, kesesuaian harga dengan manfaat produk, dan kesesuaian harga dengan kualitas produk, variabel promosi (X3) meliputi memberi potongan harga, jangkauan promosi, dan penyampaian pesan, variabel lokasi (X4) meliputi mudah didapat, ketersediaan, dan luas, variabel faktor eksternal (X5) meliputi penawaran telur, SNI telur ayam ras, produk substitusi telur, isu flu burung, dan lingkungan, preferensi konsumen (Y), dan keputusan pembelian (Z). Karakteristik respoden yang diamati adalah usia, jenis kelamin, pendidikan, jumlah anggota keluarga dan pendapatan. Hasil karakteristik responden pada usia paling besar yaitu 36-45 tahun sebanyak 44%, jumlah responden dengan jenis kelamin perempuan sebanyak 94%, jumlah responden dengan pendidikan terbesar yaitu SMA sebanyak 58%, jumlah responden dengan jumlah anggota keluarga terbesar yaitu 5 orang atau lebih sebanyak 39% dan responden dengan tingkat pendapatan terbesar yaitu pendapatan kurang dari Rp. 1.000.000,- sebanyak 42%. Hasil penelitian pada analisis faktor didapat tiga faktor yang terbentuk yaitu “ketersediaan dan kemudahan mendapatkan telur”, “kesesuaian harga dengan telur yang didapat”, dan “kualitas ekstrinsik telur”. Hasil analisis jalur didapatkan bahwa “ketersediaan dan kemudahan mendapatkan telur”, “kesesuaian harga dengan telur yang didapat”, dan “kualitas ekstrinsik telur” mempengaruhi preferensi konsumen sebesar 50,7%, sedangkan preferensi konsumen (Y) mempengaruhi keputusan pembelian (Z) telur ayam ras secara langsung sebesar 31,7%, pengaruh “ketersediaan dan kemudahan mendapatkan telur” sebesar 20,3%, “kualitas ekstrinsik telur” sebesar 23,4%, dan pendapatan sebesar 22,2% terhadap keputusan pembelian telur ayam ras. Berdasarkan hasil penelitian dapat disimpulkan bahwa preferensi konsumen terhadap telur ayam ras secara positif dipengaruhi oleh “ketersediaan dan kemudahan mendapatkan telur”, “kesesuaian harga dengan telur yang didapat”, dan “kualitas ekstrinsik telur”. Keputusan pembelian terhadap telur ayam ras dipengaruhi dan dapat ditingkatkan oleh “ketersediaan dan kemudahan mendapatkan telur”, “ kualitas ekstrinsik telur”, pendapatan, dan preferensi konsumen. Saran yang dapat diberikan adalah produsen telur ayam ras sebaiknya lebih meningkatkan kualitas telur, karena konsumen lebih menyukai telur yang berkualitas dan penjual telur ayam ras sebaiknya lebih bersaing dalam memberikan harga yang sesuai dengan telur ayam ras yang dijual agar dapat meningkatkan penjualannya.
English Abstract
Research was held at Mojokerto City. The study was purposed to determine consumer preference and consumer purchasing behaviour toward chicken eggs. Data were gathered from May 21st to June 21st 2013. Accidental sampling method was applied to get 100 consumers. Survey method using structural questionnaires was applied to collect primary data. The data were analyzed using factor analysis and path analysis with application software SPSS (Stastistical Package for Social Science) version 16.0. Result found that consumer preference toward chicken eggs were positively influenced by “availability and ease in getting eggs”, “conformity between egg and its price”, and “extrinsic quality of eggs”. Whereas “availability and ease in getting eggs”, “extrinsic quality of eggs”, income and consumer preference has increased on consumer purchasing behaviour.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FPT/2014/43/051402056 |
| Subjects: | 600 Technology (Applied sciences) > 636 Animal husbandry |
| Divisions: | Fakultas Peternakan > Peternakan |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 20 Mar 2014 14:37 |
| Last Modified: | 20 Oct 2021 07:48 |
| URI: | http://repository.ub.ac.id/id/eprint/137306 |
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