Preferensi Konsumen Terhadap Gula Pasir Premium di Pasar Modern Kota Malang

Abstract

Abstract

This study aims to analyze consumer preferences for premium granulated sugar and identify the factors influencing purchasing decisions in modern markets in Malang City. The research background is based on the increasing national sugar consumption, which is not balanced by domestic production, leading to import dependency. A quantitative approach was applied through a survey of 110 respondents selected using accidental sampling, following Nawawi (1995), who recommends a minimum of 30 samples, and Malhotra (1993), who suggests four to five times the number of research variables. Data were collected using a Likert-scale questionnaire and analyzed with logistic regression. The results indicate that price (p = 0.037), income (p = 0.019), and education (p = 0.001) significantly influence purchasing decisions, while other variables are not significant. Simultaneously, all independent variables have a significant joint effect (p = 0.046). The -2 Log Likelihood value decreased from 122.037 to 102.664, and the Hosmer and Lemeshow test (0.356) indicates a good model fit, with a Nagelkerke R Square of 0.354. The study concludes that consumer preferences are influenced by economic and demographic factors, which provide valuable insights for premium sugar marketing strategies.

Keywords: Premium Sugar, Consumer Preference, Purchase Decision, Logistic Regression