Analisis Preferensi Konsumen dalam Pembelian Daging Sapi di Pasar Tradisional Kota Medan

Abstract

Beef is a source of high-value animal protein and is consumed by the public. Consumer preferences for beef are influenced by various factors, including intrinsic factors and extrinsic factors. One of the important beef distribution channels in Indonesia is traditional markets. The study aims to understand consumer preferences in purchasing beef at traditional markets in Medan city. The research was conducted in April - May 2023 at three traditional markets in Medan city, using Judgement sampling with 96 respondents. Data collection methods included primary data (observation and questionnaires) and secondary data. Data analysis involved chi-square and Likert scale analyses. The results are expected to provide a better understanding of consumer preferences for beef at traditional markets in Medan city. The findings revealed the characteristics of beef consumers, including gender, education level, income, and purchasing frequency. The majority of respondents were women, with most beef purchases made by housewives. Respondents had varying education levels, with the majority having completed high school and undergraduate degrees. Income levels also varied, with most respondents falling within the middle-income range. The majority of beef purchases occurred on a monthly basis, indicating the significant role of consumer characteristics in beef purchasing decisions at traditional markets.