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ANALISIS BAURAN PEMASARAN DAN PREFERENSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN BUAH LOKAL DAN BUAH IMPOR DI SUPERMARKET DIAMOND KOTA PALEMBANG

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Penilaian

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The increasing globalization of food trade drives competition between local and imported fruits in the Indonesian retail sector, including at Diamond Supermarket in Palembang City. This study aims to: (1) identify the consumer decision-making process in purchasing imported and local fruits; (2) analyze the influence of the 9P marketing mix on purchasing decisions; and (3) evaluate the preferences and attributes that consumers consider most. The methods used include descriptive tabulation analysis, Guttman scale cross-section model, and chi-square test. The results of the study indicate that the consumer decision-making process follows five stages, namely need recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior, all of which have gone well. The marketing mix shows that imported fruits are preferred because of their premium quality, attractive packaging, and ease of digital transactions, while local fruits are more in demand because of their more affordable prices and promotions. Factors such as store atmosphere, staff service, and cleanliness also influence purchasing decisions for both. Based on the chi-square test, the attributes of color, freshness, physical form, and taste have a significant effect on the purchase of imported fruit, while there are no significant attributes on local fruit. This shows that consumers of imported fruit focus more on quality, while consumers of local fruit emphasize price and durability.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507003727	T176830	T1768302025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1768302025

Publisher

Indralaya : Prodi Agribisnis, Jurusan Sosial Ekonomi Pertanian, Fakultas Pertanian Universitas Sriwijaya., 2025

Collation

xiii, 99 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.810 7

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Bauran pemasaran

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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