Analisis Perilaku Konsumen Dalam Pembelian Buah Lokal Di Pasar Tradisional Arengka Kota Pekanbaru
Abstract: This research aimed
to analyze the attitude, subjective norm and consumer behavior towards buying
local fruit. This research was conducted in traditional market Arengka
Pekanbaru. Source of data was primary data from interview with respondents
using accidental random sampling. Methods of analysis is Fishbein formula to
show consumers attitude to certain object and
to know consumers decision making process. The results showed that the
attitude of consumers in buying local fruit is good. Subjective norm consumers
indicate referent not affect consumers in buying local fruit. The consumers
behavior in buying local fruit showed a significant positive result is good.
Penulis: Abdul Rahman Tarigan,
Syaiful Hadi, Eri Sayamar
Kode Jurnal: jppertaniandd140821
