KEPUTUSAN KONSUMEN DALAM PEMBELIAN BERAS MERAH DI PASAR TRADISIONAL

Abstract

Public consumption of brown rice varies depending on the number of purchase. People see a product based on the attributes owned. Product attributes consist two extractions and intrinsic attributes. Attributes used by consumers as a basis for decision making. Process begins with the introduction of needs, information search, alternative evaluation, purchase decisions and post purchase behaviour. The purpose of this research is 1) describing the decision-making process made by consumers in the purchase of brown rice 2) analyze the relationship between product attributes with purchase decisions. This research was conducted in three traditional markets of Makassar, namely Daya Traditional Market, Panakkukang Traditional Market and Terong Traditional Market. The object of research is the direct consumers who come shopping in the traditional Market consists of 32 respondents respectively. The method of analysis is done by descriptive qualitative and Chi square test. The results show that all the consumers do the decision making process. The extrinsic factor of products that have a relationship with purchasing decisions are price, location, and brand. Whereas, the intrinsic factor of the product having a relationship with the purchasing decision is a form. K ey w o r d s : Brown Rice, Purchase decisions , Attributes Products