FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM PEMBELIAN DAGING AYAM BROILER

(Studi Kasus di  Desa Tarajusari Kecamatan Banjaran Kabupaten Bandung)

Abstract

The consumption of chicken meat, which continues to increase rapidly compared to beef and mutton, opens up business opportunities in this sector.  The coronavirus pandemic in early 2020 and massive layoffs have made people think about increasing their income by opening UMKM (Usaha Mikro Kecil Menengah). One of the UMKM run by traders in Tarajusari Village, Banjaran Subdistrict, Bandung Regency is selling broiler meat at kiosks/carts in front of their houses.This study aims to determine the factors that influence consumer behavior in purchasing broiler chicken meat in Tarajusari Village, Banjaran District, Bandung Regency. The research location was chosen purposively (intentionally) in Tarjusari Village, Banjaran District, Bandung Regency. The data collection method is obtained from primary and secondary data. Primary data were obtained from direct interviews with broiler chicken consumers with the help of questionnaires. Secondary data were obtained from various sources (books, scientific journals, internet, theses, and data from government agencies). The data analysis method used regression analysis and fishbein multi-attribute analysis using SPSS version 25. The analysis showed that the factors that influence consumer behavior in purchasing broiler chicken meat are price, location, income, number of family members and meat quality. Broiler meat prices, location, and income have a significant effect with a confidence level of 95%. Consumer attitudes towards broiler chicken meat attributes are in the "Good" or "Positive" category.