Preferensi Konsumen dalam Pengambilan Keputusan Terhadap Pembelian Se’i Babi di Kota Kupang
Consumer Preferences in Decision Making Regarding Purchasing Se'i Babi In Kupang City
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Bernadetha Septiana Permai(1*)
Peternakan Undana
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Maria Yasinta Luruk(2)
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Solvi M. Makandolu(3)
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Ulrikus Romsen Lole(4)
(*) Corresponding Author
Abstrak
This study aims to analyze the influence of price, product quality, location, service, and
promotion on consumer preferences in purchasing pork in Kupang City. The methods used
include observation, interviews with questionnaires, and documentation of 75 consumers
at three purposively selected restaurants, namely Depot Aroma, Depot Kahang Jaya, and
Depot Bambu Kuning. Data were analyzed using correlation, multiple linear regression,
partial tests, simultaneous tests, and coefficient of determination with SPSS 25. The results
showed that price had no significant effect on consumer preferences, while product quality,
location, service, and promotion had a partial significant effect. Simultaneously, the five
variables had a significant effect on consumer preferences with a coefficient of
determination (R²) of 0.961. This means that 96.1% of the variation in consumer
preferences can be explained by the research variables, while 3.9% is influenced by other
factors. These findings indicate the importance of improving product quality, location,
service, and promotion in attracting consumer preferences.
Penelitian ini bertujuan menganalisis pengaruh terhadap harga, kualitas produk, lokasi, pelayanan serta promosi yang dilakukan terhadap preferensi kepada penguna terhadap pembelian se’i babi di Kota Kupang. Metode pengumpulan data yang digunakan meliputi observasi, wawancara, dokumentasi. Kuesioner disebar kepada 75 konsumen di tiga restorbaban se’i babi selama satu bulan. Data dianalisis menggunakan metode analisis korelasi dan regresi linear berganda dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa harga tidak berpengaruh signifikan, sementara kualitas produk, lokasi, pelayanan, dan promosi berkontribusi pada preferensi konsumen. Koefisien determinasi sebesar 0,961 berarti kelima variabel menjelaskan 96,1% variasi preferensi konsumen. Hasil ini penting untuk pengelola usaha se’i babi dalam memahami preferensi konsumen. Kesimpulan faktor-faktor yang mempengaruhi preferensi konsumen dalam pengambilan keputusan untuk membeli se’i babi di Kota Kupang yaitu kulitas produk, promosi, pelayanan dan lokasi.
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