ANALISIS KEPUTUSAN KONSUMEN TERHADAP PEMBELIAN BERAS PREMIUM DI KOTA MALANG

Kharisma Semesta Putri Sembiring, Bambang Siswadi, Nikmatul Khoiriyah

Abstract


Abstract

Rice is one of the four food products whose procurement is highly considered by the government. Premium rice has unique texture, flavor and aroma characteristics that produce fluffy and fragrant rice, processed with advanced technology. Lancaster's (1966) demand characteristics theory states that consumers not only buy products based on price, but also based on product attributes that provide benefits to them. The preferences owned by consumers will be very important because it will affect their choice of product purchase. This study aims to analyze the factors that influence consumer decisions in purchasing premium rice in Malang City. The data used in this study are primary data obtained through direct interviews using a questionnaire. The sample size was 120 respondents. The data analysis method uses SEM (Structural Equation Modeling) analysis. The results showed that consumer decisions in buying premium rice in Malang City were significantly influenced by the variables Income (X2), Lifestyle (X4), and Price (X5), where price became the first significant variable as a determinant, followed by income which affects consumer purchasing power and lifestyle which reflects preferences for quality and health, while the variables Perception (X1) and Trust (X3) were not significant to the decision to purchase premium rice in Malang City.

 

Keyword: Rice Premium, consumer behavior.

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References


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