ANALISIS KEPUTUSAN KONSUMEN DALAM PEMBELIAN AYAM BROILER DI PASAR SIMO SURABAYA

Nugroho, Thoriq Wahyu (2024) ANALISIS KEPUTUSAN KONSUMEN DALAM PEMBELIAN AYAM BROILER DI PASAR SIMO SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

ANALYSIS OF CONSUMER DECISIONS IN PURCHASING BROILER CHICKEN AT SIMO MARKET, SURABAYA. The livestock sub-sector has a strategic role in economic development and also in fulfilling protein from animal nutrition. One food ingredient that makes a huge contribution to the need for animal protein is chicken meat. Chicken meat is an animal food ingredient that is very popular among people because the meat tastes delicious, is nutritious and easy to obtain. Efforts that chicken traders in traditional markets can make to overcome intense competition are by establishing a marketing strategy. One important strategy is to know consumer characteristics. This research aims to find out what factors influence consumers in making decisions to purchase broiler chicken meat at the Simo market in Surabaya. Respondents were taken as many as 100 people with the sampling method using accidental sampling. The analysis process uses the SPSS for Windows version 23 program. Data were analyzed using descriptive analysis for consumer characteristics and multiple linear regression to determine how much influence factors have on purchasing decisions. The research results showed that cultural, social, personal and psychological factors had a positive and significant influence on consumer decisions in purchasing broiler chicken meat at Simo Market, Surabaya. Keywords: Broiler chicken meat, multiple linear regression, purchasing decisions.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Hendrarini, Hamidah NIDN hamidah_h@upnjatim.ac.id Thesis advisor Laily, Dona Wahyuning NIDN dona.wahyuning.agribis@upnjatim.ac.id
Subjects:	A General Works > AM Museums (General). Collectors and collecting (General) H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform L Education > L Education (General) S Agriculture > S Agriculture (General)
Divisions:	Faculty of Agriculture > Departement of Agribusiness
Depositing User:	Thoriq Wahyu Nugroho
Date Deposited:	03 Jun 2024 08:05
Last Modified:	03 Jun 2024 08:05
URI:	https://repository.upnjatim.ac.id/id/eprint/23885

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