Analisis Keputusan Konsumen Membeli Bibit Durian di Unit Pelayanan Teknis Benih Induk Hortikultura Gedung Johor (Studi Kasus : UPT Benih Induk Hortikultura Gedung Johor, Kec. Medan Johor, Medan)

Abstract

This study aims to describe the characteristics of consumers who buy durian seeds and analyze the most dominant factors that influence consumers to buy durian seeds at the horticultural seed technical service unit, Johor Building, Medan Johor District. The research location was chosen purposively or intentionally with certain considerations because the durian seeds in the Johor Building Horticulture Seed Unit have been labeled and certified and are under the auspices of the Food Crops and Horticulture Department. The method of determining the sample in this study used accidental sampling with a research sample of 30 samples who bought durian seeds at the research location. The research data obtained from secondary data and primary data that are related to the analysis of consumers buying durian seeds at the horticulture parent unit of Johor Building were collected by interviewing the sample using a questionnaire with an ordinal scaling instrument. Data analysis was conducted using descriptive qualitative method with 6 variables, namely price, quality, label, promotion, service and location. The results showed that the consumer's decision to buy durian seeds at the horticulture parent unit of the Johor building was based on the suitability of price with quality, certification and labeling, guaranteed and quality seeds.

Penelitian ini bertujuan untuk mendeskripsikan karakteristik konsumen yang membeli bibit durian dan menganalisis faktor yang paling dominan yang mempengaruhi konsumen membeli bibit durian di Unit Pelayanan Teknis Benih Induk Hortikultura Gedung Johor Kecamatan Medan Johor. Lokasi penelitian dipilih secara purposive atau sengaja dengan pertimbangan tertentu karena bibit durian di UPT Benih Induk Hortikultura Gedung johor sudah berlabel dan bersertifikasi serta dibawah naungan Dinas Tanaman Pangan dan Hortikultura. Metode penentuan sampel pada penelitian ini menggunakan Accidental Sampling dengan sampel penelitian sebanyak 30 sampel yang membeli bibit durian di lokasi penelitian tersebut. data penelitian diperoleh dari data sekunder dan data primer yang memiliki keterkaitan dengan analisis konsumen membeli bibit durian di Unit Pelayanan Teknis Benih Induk Hortikultura Gedung Johor dikumpulkan dengan cara wawancara kepada sampel menggunakan kuesioner dengan instrumen penskalaan ordinal. Analisis data dilakukan dengan menggunakan metode deskriptif kualitatif dengan 6 variabel yaitu harga, kualitas, label, promosi, pelayanan dan lokasi. hasil penelitian menunjukkan bahwa keputusan konsumen membeli bibit durian di unit pelayanan teknis benih induk hortikultura gedung johor berdasarkan kesesuaian harga dengan kualitas, sertifikasi dan label, bibit terjamin dan berkualitas.