Analisis Preferensi Konsumen terhadap Keputusan Pembelian Beras (Kasus: Pasar Tradisional Medan Mega Trade Centre (MMTC) di Kecamatan Percut Sei Tuan)

Abstract

This study aims to analyze the attributes that become consumer preferences in rice purchasing decisions and analyze the attributes most considered by consumers in rice purchasing decisions at the MMTC Traditional Market, Kecamatan Percut Sei Tuan. The research location determined purposively, namely in the MMTC Traditional Market, Percut Sei Tuan District with consideration because its roles are quite important and strategic with diverse socio-economic characteristics. The sample determination carried out by using accidental sampling technique, which is based on the spontaneity factor, meaning that anyone who accidentally meets the researcher and matches the characteristics, then that person can be used as a samples. The number of samples in the study was 30 sample. The data used in this study are primary data and secondary data. The results showed that the rice that is the preference of consumers in the MMTC Traditional Market, Percut Sei Tuan District is bulk rice with medium quality, price < Rp. 14,000/Kg, with a durability of > 1 month, a clear white degree, and a level of whiteness.