Sikap Konsumen Dalam Pembelian Buah Pisang Cavendish di Pasar Modern Kota Bandar Lampung
DOI:
https://doi.org/10.25181/jofsa.v6i2.2455Keywords:
Cavendish banana, consumer characteristics, purchasing decision-making process, consumer attitudesAbstract
Banana is a fruit that is widely consumed by the community. Cavendish banana is one of
the interesting bananas to be bought by consumers. Many consumers did not know about
Cavendish bananas, so it made demand of cavendish decrease. Therefore, this study is aimed
to identify the character of consumers, the process of making choices, and consumer attitudes
to Cavendish bananas in the modern market of Bandar Lampung City. This study used survey
methods and questionnaires as research instruments. A total of 100 consumers from various
modern markets in Bandar Lampung were involved in this study. The study data were analyzed
using Microsoft excels formulas. The findings showed that the characteristics of consumers
who bought Cavendish bananas were 70% women and 30% were men and high school
graduates were the most buyers with 45%. Then in the process of choosing Cavendish
bananas, more than 50% of consumers chose Cavendish bananas for delicious taste and health
benefit. The study also found that 90% of consumers will buy Cavendish bananas again
because they provided health benefits.
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