Pengaruh Preferensi Konsumen Terhadap Keputusan Pembelian Ayam Lokal di Kelurahan Batu Ampar

Haura Fauziah, Anita Fitriani, Achmad Firman

Abstract


Local chicken meat plays an important role in fulfilling animal protein needs in Indonesian. The purpose of this study was to analyze the influence of consumer preferences on purchasing decisions for local chicken in Batu Ampar Village. The research method used was a survey with a quantitative data analysis approach. This study was conducted in July 2024, at 6 RTs in Batu Ampar Village. The respondents in this study were local chicken buyers who were taken using a simple random sampling technique with a total of 100 respondents. The analysis method used was simple linear regression analysis. The results of the study showed that consumer preferences as seen from the attributes of color, taste, cleanliness, aroma had a high category level with a total percentage of 48% and purchasing decisions had a high category level with a total percentage of 45%. Consumer preferences have a significant influence on purchasing decisions for local chicken, with a regression coefficient value of 0.723. The influence of the independent variable (consumer preference) on the dependent variable (purchase decision) is 79.4%, while the remaining 20.6% is influenced by other variables not examined in this study.


Keywords


Local chicken meat, consumer preferences, purchase decisions.

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References


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DOI: https://doi.org/10.5281/zenodo.13294677

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Journal of Sharia Economics Scholar (JoSES)

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