MOTIVASI KONSUMEN MEMBELI KUBIS SEGAR DI PASAR PASIR GINTUNG BANDAR LAMPUNG
ABSTRACT: This research aimed
to analyze the perception and its related factors, motivation and its
correlation to perception, the attitudes and its correlation to motivation of
consumers in buying fresh cabbage. This research was conducted at Pasir Gintung
Market in Bandar Lampung. Research data was collected during month of February
to March 2014. The numbers of samples as many as 60 respondents were drawn by accidental
sampling. Research data was analyzed by correlation analysis of Rank Spearman
and by quantitative and qualitative descriptive analysis. The results showed
that the perception, motivation, and attitude of consumers in buying fresh
cabbage were categorized as high criteria. The internal factors (knowledge,
habits, desires, needs, and income) and external factors (price, color,
freshness, availability, expired time, hygiene and safety of the cabbage, convenience
and service of the market) correlated to the perception of consumers in buying
fresh cabbage at Pasir Gintung Market. Consumers’ perception correlated to
their motivation; whereas consumers’ motivation correlated to their attitudes
in buying fresh cabbage at Pasir Gintung Market.
Penulis: Paramita
Wisnuwardhani, Dyah Aring Hepiana Lestari, Hurip Santoso
Kode Jurnal: jppertaniandd150928