“ANALISA TREND DAN PERILAKU KONSUMEN JAMUR TIRAM PUTIH (Pleurotus floridae) di CV. AGARICUS SIDO MAKMUR SENTOSA (ASIMAS) BEDALI – LAWANG KABUPATEN MALANG”

SUROSO, IMAM (2007) “ANALISA TREND DAN PERILAKU KONSUMEN JAMUR TIRAM PUTIH (Pleurotus floridae) di CV. AGARICUS SIDO MAKMUR SENTOSA (ASIMAS) BEDALI – LAWANG KABUPATEN MALANG”. Other thesis, University of Muhammadiyah Malang.

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Abstract

In socio-cultural, white oyster mushroom (Pleurotus floridae) is a full-nutrient food with and virtue medicine which was cheaper than modern medicine. In economic way, it was a high price commodity and able to increase the farmer income also could be a production food for consumption in increasing people nutrition. In this year, company competition were sharpen, the organization got more competitive in pulling consumer in order to defend its existences to be lived and developed. Consumer became more selective in deciding the purchase action. Facing this free market era, the company should increase their sensitivity to face the changing environment which influenced the consumer in deciding the purchase decision. The research aimed to (1) finding the market line of white oyster mushroom at CV. Agaricus Sido Makmur Sentosa ; (2) finding out the trend and development of white oyster mushroom selling at CV. Agaricus Sido Makmur Sentosa; (3) Finding out the potential segment of white oyster mushroom at CV. Agaricus Sido Makmur Sentosa; (5) finding out the most dominant factors influencing the consumer in white oyster mushroom trading at CV. Agaricus Sido Makmur Sentosa. The location was done in purposive way, it was in CV. Agaricus Sido Makmur Sentosa which was located in Jl. Inspektur Polisi Soewoto No.6A Bedali – Lawang with consideration that the region was known as home-industry area, especially oyster mushroom. Population in consumer behavior in this research used white oyster mushroom Agaricus Sido Makmur Sentosa (ASIMAS). Sampling for consumer behavior was done with accidental sampling, by giving questionnaire to the buyer and visitor of CV. Agaricus Sido Makmur Sentosa with 98 samples. Data used in this research was primary and secondary data. Data analysis in this research were trend analysis, growth development analysis, and consumer behavior analysis using program factor analysis SPSS 12.0 for Windows. According to the research, the marketing line of white oyster mushroom at CV. Agaricus Sido Makmur Sentosa (ASIMAS) was Zero level marketing which was end user and one level marketing which consisted of agent, wholesaler, retailer, spread in East Java and Bali Area. Potential Segment of white oyster mushroom at CV. Agaricus Sido Makmur Sentosa (ASIMAS) was graduated consumer consisted of private employee or public employee and followed by students in 20-29 years old which most of them private employee and students. Price trend, production, and white oyster mushroom demands (Pleurotus floridae) CV. ASIMAS has positive slope (+) which means price, production and demand in one next year would be increased. The similarity of linear regression price of white oyster mushroom price got Y = 8.000 + 166,7 X. Linear Regression of white oyster mushroom Production considered Y = 9.547 + 1725,9 X. Linear Regression of white oyster mushroom demand got Y = 8.341,1 + 1.558,2 X. According to forecasting in next 2008 – 2011, white oyster mushroom production would be larger than demand. The price velocity, production, and demand constant with the price rate at 2004-2007 was 1.6% while the production growth in 2004-2007 was 33.76% and demand growth in 2004-2007 was 32.35%. According to the factor analysis, there were factors influenced consumer in white oyster mushroom purchasing at CV. Agaricus Sido Makmur Sentosa (ASIMAS) were 7 factors. They were private initiative, product presentation, motivation, information, personality, and self-concept, experience and product availability. According to the consumer behavior research, there found one dominant factors, personal initiative factor consisted of 4 variables. They were buying by personal initiative, product cleanliness, product freshness and price.

Item Type: Thesis (Other)
Subjects: S Agriculture > S Agriculture (General)
Divisions: Faculty of Agriculture & Animal Husbandry > Department of Agribusiness
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 22 Jun 2012 07:04
Last Modified: 22 Jun 2012 07:04
URI: http://eprints.umm.ac.id/id/eprint/9130

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