| dc.contributor.advisor | WIDODO, WIDODO | |
| dc.contributor.advisor | WIDODO, ARIS SLAMET | |
| dc.contributor.author | NURHIDAYAH, RINA | |
| dc.date.accessioned | 2016-11-28T06:01:23Z | |
| dc.date.available | 2016-11-28T06:01:23Z | |
| dc.date.issued | 2016-05-24 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/6549 | |
| dc.description | Sayuran merupakan sebutan umum bagi bahan pangan asal tumbuhan yang biasanya mengandung kadar air tinggi dan dikonsumsi dalam keadaan segar atau setelah diolah secara minimal. Sayuran adalah komoditas yang sangat penting dalam pola makan sehat. Sayuran yang dikonsumsi dengan cukup dapat membantu melindungi tubuh dari segala penyakit. Penelitian ini bertujuan untuk mengetahui karakteristik, motivasi dan perilaku konsumen dalam membeli sayuran segar di Pasar Modern Superindo Godean (yang terletak dipinggir kota Yogyakarta). Penentuan lokasi ini dilakukan secara purposive (sengaja) dan metode pengambilan sampel yang digunakan pada penelitian ini adalah Non Probability Sampling dengan insidental sampling. Pada penelitian ini sampel yang digunakan adalah konsumen yang sedang berbelanja sayuran segar di superindo. Jumlah sampel yang digunakan adalah 40 sampel. Hasil penelitian menunjukan bahwa karekteristik responden yang bersedia diwawancarai umumnya perempuan yang telah menikah yang berumur 25-50 tahun, berprofesi ibu rumah tangga dengan pendidikan terakhir yaitu sarjana (S1)/Diploma dan pendapatan kurang dari Rp. 2.000.000 dengan jumlah anggota keluarga 3-4 orang. Proses pengambilan keputusan pembelian pada tahap pengenalan kebutuhan sayuran segar konsumen merasa sangat penting dalam mengkonsumsi sayuran segar serta manfaat yang didapat seperti gizi dan kesehatan. Pada tahap pencarian informasi, sumber informasi diperoleh berdasarkan keluarga. Pada tahap evaluasi alternatif, pertimbangan untuk membeli sayuran segar yaitu atribut fisik (kesegaran, kebersihan, kecerahan dan warna). Pada tahap pembelian sayuran segar dilakukan secara terencana, tetap membeli sayuran meski harganya mengalami kenaikan dan tetap membeli jenis sayuran lain di Pasar Modern Superindo Godean Kota Yogyakarta jika sayuran yang diinginkan tidak tersedia. Konsumen melakukan pembelian sayuran segar seminggu sekali dan jenis sayuran yang dikonsumsi mayoritas jenis sayuran daun. Konsumen termotivasi membeli sayuran segar di Pasar Modern Superindo Godean Kota Yogyakarta karena memperhatikan harga, kesegaran, kebersihan, warna, kecerahan dan kemasan | en_US |
| dc.description.abstract | Vegetable is common term for foodstuffs of plant origin that usually contains high moisture content and are consumed in a fresh condition or after processed minimally. Vegetable is important comodity in health eating pattern. Vegetable which is enough consumed can help to protect body from any diseases. This research aims to get to know the consumers’ characteristic, motivation, and behavior who buy fresh vegetables in Superindo Godean modern market (which is located in Yogyakarta City). The location is determined purposively and the sample collecting method used in this research is Non Probability Sampling and insidental sampling. In this research, the sample used is consumers who were shopping fresh vegetables in Superindo. The total sample used is 40 samples. The research result shows that the respondent characteristic who are willingly to interview is generally married women at the age of 25-50, who work as housewives with the recent education of bechelor degree or Diploma and the salary is ≤ 2 millions rupiah. The total family member is 3-4 people. The decision making process of buying in step of introduction of fresh vegetable need, consumers feel it is very important in consuming fresh vegetables and the advantages they get such as the nutrition and health. In the step of information searching, the imformation source was obtained based on the family. In the alternative evaluation step, the consideration to buy fresh vegetables were physical attribute (freshness, cleanliness, brightness, color). In the step of buying vegetables, it is done as planned, they still buy vegetables although the price is increasing and the they are loyal to buy other kinds of vegetables in Superindo Godean Modern Market In Yogyakarta City if the vegetables they need are not provided. The consumers buy the fresh vegetables once a week and the kinds of vegetables consumed are mostly in leaf vegetables. The consumers are motivated to buy fresh vegetables in Superindo Godean Modern Market In Yogyakarta City because they consider the price, freshness, cleanliness, color, brightness, and packcag | en_US |
| dc.publisher | FP UMY | en_US |
| dc.subject | Consumers’ behavior, vegetable, modern market. Perilaku Konsumen, Sayuran, Pasar Modern | en_US |
| dc.title | ANALISIS PERILAKU KONSUMEN DALAM MEMBELI PRODUK SAYURAN SEGAR DI PASAR MODERN SUPERINDO GODEAN KOTA YOGYAKARTA | en_US |
| dc.type | Thesis | en_US |
