ABSTRAK Beras merupakan komoditas pangan yang banyak dikonsumsi masyarakat Indonesia. Dengan hadirnya beras bermerek dan tidak bermerek dalam penjualan beras di pasaran perlu dilakukan studi tentang perilaku konsumen agar kebutuhan konsumen terhadap produk beras sesuai dengan harapan. Setiap saat konsumen mengalami perubahan dalam mengkonsumsi. Perubahan yang akan berpengaruh langsung terhadap pola perilaku konsumen diantaranya segmentasi pasar. Penelitian ini bertujuan untuk: 1) mengidentifikasi segmentasi geografi, demografi, psikografi dan tingkah laku, 2) menganalisis proses pengambilan keputusan yang dilakukan konsumen dalam pembelian beras dan 3) menganalisis hubungan segmentasi geografi, demografi, psikografi dan tingkah laku konsumen dengan keputusan pembelian beras. Penelitian ini dilaksanakan di Pasar Terong Makassar. Metode analisis yang digunakan adalah analisis deskriptif dan uji chi square. Hasil penelitian menyimpulkan bahwa: 1) konsumen beras sebagian besar adalah berjenis kelamin perempuan dengan usia dewasa, sudah menikah dan jumlah anggota keluarga sedikit, jarak rumahnya dekat dengan lokasi pembelian, tingkat pendidikan rendah, bekerja dan pendapatan dikategorikan rendah, bergaya hidup sederhana dan memilki kepribadian dogmatisme, 2) semua konsumen beras melakukan seluruh tahapan pengambilan keputusan pembelian yaitu pengenalan masalah, pencarian informasi, evaluasi alternatif, keputusan pembelian dan perilaku pasca pembelian dan 3) Tidak terdapat hubungan antara segmentasi geografi dan psikografi dengan keputusan pembelian. Pada demografi dari segi jenis kelamin, usia, status pernikahan, pekerjaan, jumlah anggota keluarga tidak terdapat hubungan dengan keputusan pembelian sedangkan dari segi tingkat pendidikan dan pendapatan keluarga menunjukkan adanya hubungan yang positif terhadap keputusan pembelian. Pada segmentasi tingkah laku, manfaat yang dicari konsumen tidak ada hubungan keputusan pembelian sedangkan status loyalitas menunjukkan adanya hubungan dengan keputusan pembelian.Kata Kunci: Konsumen; Segmentasi Pasar; Beras.ABSTRACT Rice is a food commodity that is consumed by many Indonesians. With the presence of branded and non-branded rice in the sale of rice on the market, it is necessary to study consumer behavior so that consumer needs for rice products are in line with expectations. Every time consumers experience changes in consumption. Changes that will directly influence consumer behavior patterns include market segmentation. This study aims to: 1) identify geographic, demographic, psychographic and behavioral segmentation, 2) analyze consumer decision-making processes in purchasing rice and 3) analyze the relationship between geography, demography, psychography and consumer behavior with rice purchasing decisions. This research was carried out at the Makassar Terong Market. The analytical method used is descriptive analysis and chi square test. The results of the study concluded that: 1) rice consumers were mostly women of adult age, married and the number of family members was small, the distance of his house was close to the location of purchase, low education level, work and income were categorized as low, simple lifestyle and personality dogmatism, 2) all rice consumers carry out all stages of purchasing decisions, namely problem recognition, information seeking, alternative evaluation, purchasing decisions and post-purchase behavior and 3) There is no relationship between geographical segmentation and psychography with purchasing decisions. In demographics in terms of gender, age, marital status, employment, the number of family members there is no relationship with purchasing decisions while in terms of education level and family income shows a positive relationship to purchasing decisions. In behavior segmentation, the benefits sought by consumers have no relationship to purchasing decisions while loyalty status indicates a relationship with purchasing decisions.Keywords: Consumer; The market segmentation; Rice.
kan tidak ada, sementara berlian hanya sebatas perhiasan, nilainya terlalu tinggi. Salah satu persoalan utama yang dihadapi dalam bidang pertanian tanaman pangan adalah ketersediaan air yang langka (water scarcity) pada waktuwaktu tertentu, sehingga diperlukan model pengelolaan air irigasi yang baik untuk menghindari terjadinya kompetisi dalam penggunaan air. Keterbatasan air menimbulkan persaingan dalam memperoleh air, sehingga merupakan
The development of coffee plantation land has become an important tourism area in the preservation of agricultural land resources. This study aims to analyze the feasibility of developing agro-tourism in the Ghitari Coffee Plantation in terms of three aspects, namely the biophysical, economic and socio-culture aspects, where if the three aspects are fulfilled then the business is considered feasible to be carried out. This research was carried out at the Ghitari Coffee Plantation, located in Lembang Kaero, Sangalla’ District, Tana Toraja, South Sulawesi. The analytical method used is qualitative and quantitative analysis, where the qualitative analysis is used to analyze the feasibility of biophysical and socio-cultural aspects, while the quantitative analysis is used to analyze economic aspects using the NPV and IRR methods. The results showed that the aspect studied, both from the biophysical, economic and socio-cultural aspect were fulfilled. Based on the results of the calculation of IRR and NPV, the result of PV of Proceeds is Rp. 789,992,946 and PV of Outlays of Rp. 620,000,000, so the NPV value is positive, in the amount of Rp. 169,992,946. While the IRR calculation result is 27%, so it is considered feasible because the IRR value is greater than the interest rate.Keywords: Business Feasibility Analysis, Coffee Plantation, Agro Tourism.
This research aims to determine (1) internal factors, which become the strengths and weaknesses of rice farming in Kuri Caddi village (2) External factors, which become the opportunitie sand threats of rice farming inKuriCaddi. (3) Strategy development of rice farming in coastal area of Kuri Caddi, Sub-district of Nisombalia, District of Marusu, Regency of Maros. The result of this research identifies that there werefour aspects of internal and external factors that influenced the development of rice farming in Kurri Caddi, which were strengths, weaknesses, opportunities and threats.The strengths consists of (1) the available workers (2) cultivable land (3) farming experiences(4) farmer’s productivity. The weaknesses consists of (1) Uncertified seed (2)unbalanced fertilizer use(3) bad-timing tillage and (4) farmers are reluctant to use new farming innovation.The opportunities consists of (1) the emergence ofnew forms of employment, (2) group of farmerthat provide the distribution of farming supports and facilitiesand (3)strong community self-help. Threats consists of (1) problems of road transportation facilities (2) natural disasters and (3)attack of pests and diseases. Strategy development that can be new innovations such as by using certifies and implementing the jajar legowo system, with achieved score 5,49. Keywords: Rice Farming in Coastal Area; Strategy Development.
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