ANALISIS MOTIVASI KONSUMEN JERUK DI TOKO BUAH HOKKY SURABAYA
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Abstract
Abstrak - Jeruk merupakan buah yang paling banyak digemari oleh masyarakat Indonesia. Jeruk merupakan produksi buah terbanyak di Indonesia berdasarkan statistik Hortikultural. Impor jeruk di Indonesia adalah tertinggi kedua setelah Malaysia. Penelitian ini dilakukan untuk mengetahui perilaku konsumen apakah adanya pengaruh atribut buah dan harga terhdap motivasi konsumsi buah jeruk. Populasi dalam penelitian ini adalah konsumen buah jeruk yang terdapat di Toko Buah Hokky Surabaya. Penelitian ini menggunakan penelitian deskriptif kuantitatif dengan data primer. Data primer didapatkan dari penyebaran kuesioner terhadap konsumen buah jeruk di Toko Buah Hokky Surabaya. Uji coba instrumen yang digunakan adalah uji asumsi klasik dan uji analisis data menggunakan SPSS 20.00. Dari hasil penelitian ini dapat diketahui bahwa terdapat pengaruh positif tetapi tidak signifikan oleh atribut buah terhadap motivasi konsumsi buah jeruk. Harga memiliki pengaruh positif dan signifikan terhadap motivasi konsumsi buah jeruk.
Kata Kunci: Buah Jeruk, Perilaku Konsumen, atribut buah, harga, motivasi konsumsi
Abstract - Citrus fruit is the most favored by the people of Indonesia. Orange is the largest fruit production in Indonesia based on statistics Hortikultural. Citrus imports in Indonesia is the second highest after Malaysia. This research was conducted to find out whether the existence of consumer behavior influences the price of fruit and terhdap attributes of the motivation of the consumption of citrus fruit. The population in this study are the consumers of citrus fruits in a fruit Store Hokky Surabaya. This research uses descriptive quantitative research with primary data. Primary data obtained from the spread of consumer questionnaires citrus fruits in a fruit Store Hokky Surabaya. Test instruments used are a classic assumption test and test data analysis using SPSS 20.00. From the results of this research can be known that there is a positive influence but not significant by the attributes of the fruit against the motivation of consumption of citrus fruits. Price has a positive influence and motivation towards significant consumption of citrus fruits.
Keywords: citrus fruits, consumer behavior, attributes of the fruit, the prices, the consumption motivation
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