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ANALISIS PREFERENSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN BERAS MERAH DAN BERAS HITAM DI KOTA PALEMBANG.

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Penilaian

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This study aims to analyze consumer preferences regarding the purchase decisions of red rice and black rice in Palembang City. In recent years, healthy food consumption has become a trend in society, driven by increasing health awareness and changing lifestyles. Red rice and black rice, rich in fiber and antioxidants, are gaining popularity as alternatives to white rice. However, the consumption of red and black rice in Palembang remains relatively low, despite the growing awareness of their health benefits. This research employs a survey method with questionnaires to gather primary data from consumers of red rice and black rice in Palembang, aiming to identify the factors influencing consumer preferences and the demographic and socio-economic characteristics of those purchasing these types of rice. The results of the study show that factors such as age, education, income, and rice availability play a major role in purchase decisions. Consumers with higher health awareness tend to choose black rice, while red rice is more frequently consumed by those prioritizing ease of access and lower prices. Additionally, taste and quality of the rice also play significant roles in determining the purchase decisions. This study is expected to provide insights for producers and distributors in designing more effective marketing strategies, as well as assist the government in formulating policies that promote the consumption of healthy food.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507002795	T171439	T1714392025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1714392025

Publisher

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

Collation

xvii, 79 hlm.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

338.107

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)

Ekonomi Pertanian

Specific Detail Info

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Statement of Responsibility

EM

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