Ratnakanyaka, Meimy (2025) Preferensi Konsumen terhadap Buah Segar Pisang Merek "Sunpride" PT Sewu Segar Nusantara di Lotte Mart Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The growth of fresh fruit consumption in Indonesia, especially bananas, is influenced by public awareness of health and product quality. The high level of public consumption of sources of vitamins and fiber is due to the high nutritional content of bananas, as well as their various benefits for body health. However, there is a problem in the form of a decrease in banana consumption in the City of Surabaya during the period 2021–2024 from 0.141 kg to 0.091 kg. This study aims to identify consumer characteristics, analyze consumer preferences, and analyze the purchasing decision-making process in purchasing fresh fruit "Sunpride" bananas. The sampling method used accidental sampling, with 100 respondents. The data analysis method of this study uses Multiattribute Fishbein analysis to determine consumer attitudes towards attributes that become consumer preferences, descriptive analysis to determine consumer characteristics and the decision-making process in purchasing. The results show that consumers of "Sunpride" Cavendish bananas at Lotte Mart Pakuwon Mall Surabaya are dominated by women aged 20–43 years, the number of family members is more than 4 people with a bachelor's degree, self-employed work, and income of more than IDR 5,000,000 per month. Analysis of consumer attitudes toward the attributes of freshness, taste, and color is the primary factor influencing purchasing decisions, while price has the least influence. The decision-making process begins with consumer awareness of the need for fresh fruit for personal consumption, which is considered important for health. This is followed by information seeking, largely obtained through personal experience, evaluation of alternatives with a primary focus on color, freshness, and taste as indicators of quality. The purchase decision is primarily driven by trust in the proven quality of the "Sunpride" brand. Price and promotion are only secondary considerations, as consumers prioritize quality and healthy consumption habits. Keywords: Product Attributes, Fishbein Multi-Attribute, Decision Making
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Meimy Ratnakanyaka | ||||||||||||
| Date Deposited: | 07 Nov 2025 03:20 | ||||||||||||
| Last Modified: | 07 Nov 2025 03:20 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/46204 |
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