ANALISIS PERSEPSI KONSUMEN SEMBAKO PADA TEMPAT BERBELANJA DI KOTA PANDAAN
ABSTRACT
Shopping place selection is a function of consumer and shopping characteristic. The consumer’s perception of nine basic commodities (sembako) to the shopping place criterias may be different from each other. By knowing the level of sembako’s consumer perceptions on some commonly visited shopping places in Pandaan City, then we can see the model of public spending in this region. Shopping places in this study are modern retail, traditional markets, and grocery stall in Pandaan City. Sampling was done by Accidental Sampling methods. Subvariable is composed of seven variables are: 1) price, 2) Items Offered, 3) Distance, 4) Opening Hours, 5) Convenience 6) Service and 7) Payment Method. The measurement technique used a Likert scale. The research instrument testing techniques used validity and reliability test. Data analysis was done by tabulating obtained data and make Frequency Table in accordance with variable group. This study get the following results: The traditional markets ranks first places most frequented shopping. The second sequence is a grocery stall. While the final sequence is a modern retail. I. Sembako’s consumer perception towards modern retail: 1) indifferent to price, 2) the goods offered are quite good, 3) indifferent to the opening hours, 4) is quite convenient for shopping, 5) good service, and 6) agreed cash payment. II. Sembako’s consumer perception towards traditional markets: 1) indifferent to price and agree the price can be negotiable, 2) the goods offered are quite good, 3) a positive perception of the opening hours, 4) is quite convenient for shopping, 5) good service, and 6) agreed cash payment. III. Sembako’s consumer perception towards grocery stall: 1) indifferent to price and not agreed the price can be negotiable, 2) the goods offered are quite good, 3) a positive perception of the opening hours, 4) is quite convenient for shopping but the facilities are not complete, 5) good service, and 6) agreed cash payment.
Key Words: Consumer perception, Sembako, Shopping place
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