Analisis Perilaku Konsumen Buah Durian di Durian Ucok

Abstract

The purpose of this research is to know how consumer behavior durian fruit in Durian Ucok and any factors that influence consumer behavior durian fruit in Durian Ucok. This research is done in Durian Ucok, the reason to choose Durian Ucok as a place of research because the place becomes central for consumers who want to buy durian fruit in Medan City and Durian Ucok has become an icon of Medan City. Sampling method was done by purposive sampling method. Respondents in this study are fixed consumers of durian fruit buying and eating at Durian Ucok. Information obtained from durian fruit seller in Durian Ucok and samples taken are as many as 30 samples of fixed consumers durian fruit. The data collected are primary and secondary data. The analytical method used is ordinal regression test with SPSS 18 software tool. Based on the result of study that the average age of consumers is 25 to 37 years with percentage of 46.67%. The average education is a bachelor with a percentage of 66.67 %. Average amount of income Rp. 1,000,000 up to Rp. 3,000,000 with a percentage of 70%. The result of this research shows that factors are influence consumer behavior durian fruit in Durian Ucok simultaneously influences is attitude, perception, family, price and place. Partially attitudes, perceptions, family and place have no effect or insignificant. The variable that significantly influences is the price. This can be seen from the Wald Statistic value that has a smaller significance value and 0.05, then H0 rejected H1 accepted.