PROSES PENGAMBILAN KEPUTUSAN PEMBELIAN BERAS MERAH PADA SUPERMARKET CARREFOUR DI YOGYAKARTA
EVANDA, MUHAMMAD BRANDIKA
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The purpose of this study was to find out the profile of respondents of brown rice at Ambarukmo Plaza Yogyakarta Carrefour supermarket and to find out the decision-making process of buying brown rice at the Carrefour supermarket Ambarukmo Plaza Yogyakarta. This type of research is descriptive analysis. In this study the respondents taken were customers of the Carrefour Supermarket Ambarukmo Plaza Yogyakarta. The technique of determining the number of respondents in this study was incidental sampling (respondents who were accidentally found at the time of the research at the Carrefour Supermarket in Ambarukmo Plaza Yogyakarta as many as 100 people. The method of data analysis used descriptive analysis in the form of frequency. The results of the analysis of the description of the research variables showed that the majority of respondents in this study tended to be female who were still productive between 25 and 45 years old. Respondents were dominated by migrants from outside DIY, had undergraduate education backgrounds, worked as private employees, had income of more than 5.000.000 rupiah per month, and respondents had the distance of houses to Carrefour Ambarukmo Plaza distance of shopping locations 1 to 5 kilometers, respondents had motivation from yourself in choosing brown rice, consumption motivation for a diet program to reduce blood sugar levels. In the process of purchasing decisions for health needs, sources of information come from the family and closest relatives, the type of information needed to find out the benefits of the product, information collection is only less than 1 day, where to buy rice at Carrefour Ambarukmo Plaza, the brand that is the flagship of Tropicana Slim Red Rice, the length of time considering choosing a red rice brand is less than 1 day, the amount of consumption is less than 0.5 kg / month, the product size is 1 kg, satisfaction is satisfied, will make a repurchase, and will recommend to others.