ANALISIS PERILAKU KONSUMEN BUAH DI PASAR TRADISIONAL DAN PASAR MODERN KECAMATAN KALIWATES, KABUPATEN JEMBER
Abstract: The phenomena of
modern markets make consumers have many choices of buying fruits. However, this
does not reduce interest of other consumers to choose traditional market as a
choice of place to buy fruits. This research is intended to identify factors
that influence fruit buying in traditional market and modern market as well as
the type of buying behavior in District of Kaliwates, Jember Regency. Samples
were taken by using Convenience Sampling. Research data used were primary and
secondary data. Data was analyzed using factorial analysis and tested by
involvement inventory. The research findings showed that (1) Factors that
influenced fruits buying in traditional market were location and income,
motivation, fruits physical performance and price, kinds of fruits, information
and fund availability, number of fruits purchased, aroma. Meanwhile, factors
that influenced fruit purchase in Modern Market, were price, information,
selling, location, physical performance of fruits, motivation of buying,
consumers’ interests; (2) Type of fruit buying behavior in Traditional Market
and Modern Market were dissonance reducing buying behavior (3) The most
frequently bought fruits in “Tanjung” Traditional Market were oranges, and those
in Modern Market “Matahari” Supermarket were apples.
Key Words: consumers
behaviors, fruit, traditional market, modern market
Penulis: Nyra Dewi Kartika,
Evita Soliha Hani, Rudi Hartadi
Kode Jurnal: jppertaniandd100043
