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ANALISIS PERILAKU KONSUMEN TERHADAP PEMBELIAN IKAN BANDENG DI PASAR IKAN LAMONGAN

Novianti, Desy (2019) ANALISIS PERILAKU KONSUMEN TERHADAP PEMBELIAN IKAN BANDENG DI PASAR IKAN LAMONGAN. Undergraduate (S1) thesis, University of Muhammadiyah Malang.

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Abstract

Indonesia is a country that has good agricultural prospects, one of which is the sub-sector of agriculture, namely fisheries. Products produced by the fisheries sector also provide benefits in fulfilling nutrition, especially the fulfillment of animal protein nutrition that can be found in milkfish. The high production of milkfish in Lamongan Regency has caused increasingly fierce competition in terms of products, prices, promotions and places. This requires milkfish traders to set the right and efficient strategy. The purpose of this study is to analyze consumer behavior in the purchase of milkfish in the Lamongan fish market and analyze the dominant factors affecting consumers in buying milk fish in the Lamongan fish market. The location of the study was conducted at the Lamongan fish market. The technique of determining the respondents by means of accidental sampling used 104 respondents. The type of data used is primary data and secondary data. Data measurement method uses a Likert Scale. The analytical method used is the method of Descriptive Analysis and Factor Analysis using the SPSS program. The results of the study show that the dominant factors that influence consumers in purchasing milkfish are place factors with an eignvalue of 3.251. The second dominant factor is the product factor with an eignvalue value of 2.690. The third factor is the price factor with an eignvalue of 1.477.

Item Type: Thesis (Undergraduate (S1))
Student ID: 201510210311056
Thesis Advisors: Bambang Yudi Ariadi (0720026601), Nur Ocvanny Amir (0715109001)
Keywords: Consumer Behavior, Milkfish, Factor Analysis.
Subjects: S Agriculture > S Agriculture (General)
S Agriculture > SH Aquaculture. Fisheries. Angling
Divisions: Faculty of Agriculture and Animal Husbandry > Department of Agribusiness (54201)
Depositing User: 201510210311056
Date Deposited: 23 Aug 2019 02:52
Last Modified: 23 Aug 2019 02:52
URI : http://eprints.umm.ac.id/id/eprint/51118

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