ANALISIS TINGKAT KEPUASAN KONSUMEN TERHADAP PEMBELIAAN BUAH JERUK IMPOR DAN LOKAL SELAMA PANDEMI COVID-19 DI SUPERMARKET BRASTAGI

Authors

  • Cyprianus P.H Saragi Fakultas Pertanian Prodi Agribisnis Unika Santo Thomas Medan
  • Maryanti Sitohang Fakultas Pertanian Prodi Agribisnis Unika Santo Thomas Medan

Keywords:

Satisfaction Analysis, Attributes, Imported Oranges, Local Oranges

Abstract

This research aims to determine the relationship between the quality of imported and local citrus fruit products and the level of consumer satisfaction during the Covid-19 pandemic, and to determine the attributes of imported and local citrus fruits based on the level of consumer satisfaction during the COVID-19 pandemic in the research area. Determination of the research area was carried out purposively (intentionally). The data analysis method used is descriptive analysis, Pearson correlation analysis, and fishbein multi-attribute analysis. The results showed that the product attributes of imported and local citrus fruits in terms of taste, size level, color, price level, water content, and fruit origin had a positive relationship to consumer satisfaction during the Covid-19 pandemic. The quality that has no positive relationship to consumer satisfaction is the seed content. The order of the attributes that consumers compare in purchasing imported and local oranges during the Covid-19 pandemic is the freshness attribute (23.57%) for imported and local oranges (22.99%).  

Warning: Invalid argument supplied for foreach() in /opt/lampp/htdocs/ojs/plugins/generic/usageStats/UsageStatsPlugin.inc.php on line 788

Downloads

Download data is not yet available.

Author Biography

Cyprianus P.H Saragi, Fakultas Pertanian Prodi Agribisnis Unika Santo Thomas Medan

Dosen

References

Direktorat Jenderal Hortikultura.2011. Pedoman Umum Pengembangan Hortikultura Tahun 2013. Kementerian Pertanian (ID).

Dwiastari KY. 2019. Analilis Preferensi Konsumen Terhadap Buah Jeruk Impor dan Lokal di Kota Denpasar. Vol. 8, No. 3, Juli 2019. Bali (ID) : Universitas Udayana.

ISAFRUIT Forum. 2008. Increasing Fruit Consumptionto Improve Health. Scripta Horticulturae Numer 8. Belgium (EU) : International Study for Horticultural Sciences.

Irawan, H. 2004. Prinsip Kepuasan Pelanggan. PT Elex Media Kompetindo, Jakarta.

Kotler. 2000. Manajemen Pemasaran. Jakarta. IKAPI.

Kotler, Philip dan Keller, Kevin Lane. 2009. Marketing Management. Penerjememah Bob Sabran. Edisi Ketiga Belas. Jakarta: Erlangga.

Kotler, P. dan K, Keller. 2010. Manajemen Pemasaran. Erlangga, Jakarta.

Lovelock, C dan L, Wright. 2007. Manajemen Pemasaran Jasa. PT. Indeks, Jakarta.

PBB. 2020. Indonesia Masuk Jajaran Negara Penghasil Jeruk Terbesar di Dunia https://www.goodnewsfromindonesia.id/2020/12/24/keren-indonesia-masuk-jajaran-negara-penghasil-jeruk-terbesar-di-dunia. Diakses Pada 22 Januari 2022.

Riska IY, Mulya S, Padmaningrum D. 2012. Analisis preferensi konsumen pasar tradisional terhadapbuah jeruk lokal dan buah jeruk impor di kabupaten Kudus. Agrista. 2302-1713.

Sadeli AH, Utami HN. 2013. Sikap Konsumen terhadap Atribut Produk untuk Mengukur Daya Saing Produk Jeruk. Trikonomika 12 (1) : 61-71.

Sumarwan. 2004 . Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Jakarta (ID): Ghalia Indonesia.

Tjiptono, F. 2000. Strategi Pemasaran, Edisi Kedua. PT. Andi. Yogyakarta.

Umar, Husein. 2000. Riset Pemasaran dan Perilaku Konsumen. Jakarta : Gramedia pustaka Utama.

Ulina EL. 2019. Analisis Preferensi Konsumen Atas Buah Jeruk Lokal dan Impor di Kota Medan. Medan (ID): Universitas Sumatera Utara.

Yola M, Budianto D. 2013. Analisis Kepuasan Konsumen Terhadap Kualitas Pelayanan Dan Harga Produk Pada Supermarket Dengan Menggunakan Metode Importance Performance Analysis (IPA). Jurnal Optimasi Sistem Industri 12(2).

Downloads

Published

2023-02-24

How to Cite

Saragi, C. P. ., & Sitohang, M. . (2023). ANALISIS TINGKAT KEPUASAN KONSUMEN TERHADAP PEMBELIAAN BUAH JERUK IMPOR DAN LOKAL SELAMA PANDEMI COVID-19 DI SUPERMARKET BRASTAGI. Jurnal Manajemen Dan Bisnis, 23(1), 240–249. Retrieved from https://ejournal.ust.ac.id/index.php/JIMB_ekonomi/article/view/2523

Issue

Section

Artikel