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PROSES PENGAMBILAN KEPUTUSAN KONSUMEN DAN FAKTOR-FAKTOR YANG MEMPENGARUHI PEMBELIAN BERAS PREMIUM SEBELUM DAN SAAT MASA PANDEMI COVID-19 DI KOTA PALEMBANG

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Penilaian

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The objectives of this research are: (1) To describe the consumer decisionmaking process in buying premium rice before and during the Covid-19 pandemic in Palembang City. (2) Analyzing changes in the number of purchases of premium rice consumed by premium consumers before and during the Covid-19 pandemic in Palembang City. (3) Analyzing the factors that influence consumer decisions in purchasing premium rice before and during the Covid-19 pandemic in Palembang City. This research was carried out in Palembang City in March 2021. The location selection was done deliberately. The research method used is a survey method. The sampling method used is the purposive sampling method with 30 samples. The data used are primary data and secondary data. The results of this study indicate the decision-making process through 5 stages, namely the need recognition stage, the information search process stage, the alternative evaluation stage, the purchase decision stage, and the post-purchase behavior stage of premium rice. The need recognition stage is the dominant motivation or reason for consumers to consume premium rice due to taste and price factors. Then, consuming premium rice is important, and consumers consume rice 3 times a day before and during the Covid-19 pandemic. The number of purchases of premium rice before the Covid-19 pandemic in Palembang City. The average consumption rate by consumers of premium rice before the Covid-19 pandemic was 27 kilograms per month, and the average level of consumption of premium rice during the Covid-19 pandemic was 40 kilograms per month. The results of the analysis of the factors that influence consumer decisions in purchasing premium rice before and during the Covid-19 pandemic are price and income variables

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2107004171	T57664	T576642021	Central Library (Referens)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T576642021

Publisher

Inderalaya : Prodi Agribisnis, Fakultas Pertanian Universitas Sriwijaya., 2021

Collation

xii, 74 hlm. : ilus. ; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

630.07

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

USAHA TANI
Prodi Agribisnis

Specific Detail Info

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Statement of Responsibility

SEPTA

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