Shafira, Helen Febriana (2023) Preferensi Konsumen Terhadap Keputusan Pembelian Buah Semangka GMO di Nanakam Fresh Market Kota Bandung. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to identify the characteristics of consumers in purchasing GMO watermelons in the city of Bandung and to analyze consumer preferences for purchasing decisions of GMO watermelons in the city of Bandung. This research was carried out in a modern market in the city of Bandung that has been determined, namely Nanakam Fresh Market. The method of determining the sample is done by the method purposive sampling with a total sample of 60 respondents who have purchased GMO watermelons at Nanakam Fresh Market. Attributes of GMO watermelon that were analyzed were price attributes, shape attributes, size attributes, taste attributes, and presentation attributes. The analytical method used is conjoint analysis. The results showed that in general the characteristics of GMO watermelon consumers were women, housewives, with an age range of 26-35 years, last education bachelor/equivalent, and had an income of more than IDR 5,000,000 per month. The motivation for buying GMO watermelons is to complete the nutritional and vitamin needs of the family and the tendency to purchase GMO watermelons situationally with a purchase frequency of once a week, and GMO watermelons purchased as much as 1 whole fruit or pack. Consumer preferences for GMO watermelon purchasing decisions refer to the choice of GMO watermelon with a price attribute of less than IDR 15,000 per kilogram, a round shape attribute, medium size attribute (3-5 kg), a sweet taste attribute and a presentation attribute in a pack.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD1401 Agriculture-Economic aspects S Agriculture > S Agriculture (General) |
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| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | helen febriana shafira | ||||||||||||
| Date Deposited: | 21 Sep 2023 02:36 | ||||||||||||
| Last Modified: | 21 Sep 2023 02:36 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/17791 |
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