Faktor - Faktor Yang Mempengaruhi Preferensi Konsumen Tepung Beras

Abstract

Alda Natasya. Factors that affect the preferences of rice flour consumers. (Under the guidance of Mrs. Diana Chalil as Supervising Lecturer and Mr. Luhut Sihombing as Examiner Lecturer). This study aims to analyze the factors that affect consumer preference for rice flour brands for two sample groups, namely housewives and UMKM in Medan City. The preference of rice flour brands in this study consists of four categories, namely Rosebrand, Boladeli, Befood and Sujiwangi. The regression analysis method used is multinomial logite regression because the bound variables are categorically more than two. And data was collected through the distribution of questionnaires to 70 respondents, consisting of 35 housewives and 35 UMKM in Medan City. The results of the study showed that the multinomial logite regression model used was feasible or appropriate for both samples. In the group of housewives, variable price and brand image have a significant influence simultaneously on the choice of rice flour brands. And in the UMKM, no significant effect was found in the simultaneous and partial tests.