Analisis Pengaruh Karakteristik Konsumen Terhadap Pembelian Beras SPHP Bulog di Kota Medan

Abstract

This study aims to analyze the influence of consumer characteristics on the percentage of SPHP rice (Stabilization of Food Supply and Prices) consumption distributed by Perum BULOG in Medan City. The analyzed characteristics include household income, education level, gender and number of dependents. The analytical method used in this research is Tobit regression. Primary data were collected through questionnaires distributed to 60 respondents who are consumers or former consumers of SPHP rice. Secondary data were obtained from relevant agencies such as Perum BULOG, the National Food Agency, and the Central Statistics Agency. The results show that income and education have a negative and significant effect on the percentage of SPHP rice consumption, while gender and the number of dependents has no significant effect. These findings indicate that consumers with higher income and education levels tend to consume SPHP rice in smaller proportions. This research contributes to the understanding of SPHP rice consumer segmentation and can serve as a reference for the government and Perum BULOG in designing more targeted distribution and outreach strategies, thereby enhancing the effectiveness of the SPHP program as part of national food security strengthening efforts.