FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN BUAH IMPOR
Abstract: Consumers hold
important role in determination whether the product has superiority or not. The
overflowing or import fruits affected to a strong competition between local and
impor fruits. Although local fruit seemingly
lost in the competing with import fruits, however the consumer (especially city
consumer) is the final determiner who act the jury to judge the kind of fruit
that is superior through multi attribute judgement. The research objected was
to analyze the influece of the factors namely culture, social enviroment,
individual, psychological and marketing strategy toward consumer’s attitude in
purchasing fruits to show ‘competitive value’ of local fruit toward impor
fruits. This research purposely conducted in Surabaya as one of the final
destinations for fruit marketing with fruit’s consumer as a respondent and
using survey method. Sample taken of 140
responden from five Surabaya areas. Data collection conducted by interviews and
direct obsevation toward several research object. This research analyzed by Structural Equation
Modelling (SEM). The result shows that on import fruits, changing culture and
the increasing of individual characteristic significally significant effect to
consumer behaviour in import fruits consumtion. Furthermore, the consumer achievement behaviour statistically
significant support to vendor to take
“marketing strategi”
Keywords: Consumer Behaviour,
Import fruits, Structural Equation Modelling
Penulis: Sudiyarto, Ramdan
Hidayat, Sri Widayanti
Kode Jurnal: jppertaniandd070038
