PERTIMBANGAN KONSUMEN DALAM MEMBELI PRODUK SAYURAN DI YOGYAKARTA (Studi Kasus di Pasar Kranggan)

Abstract

Vegetables are one of the components contained in the intake of four healthy, five perfect foods. Vegetables are also a food ingredient that is routinely consumed by the public. The purpose of this research is to determine consumer priorities in buying vegetables in DI Yogyakarta. Usually, consumers buy these products in markets such as Kranggan Market. The location selection was purposively / deliberately because the buyers / consumers came from many regions and DIY is an area with a fairly high population growth rate. Respondents who were sampled were 30 people with the incidental sampling method. This research is a descriptive analytical study using the Wilcoxon test method. The results showed that the attributes that become consumers' priorities in buying vegetables are sorted from the most important ones, namely product availability, price and promotion, packaging followed by place attributes.