Analisis Faktor-Faktor yang mempengaruhi Konsumsi Daging Ayam Kampung di Pasar Tradisional Kota Pematangsiantar

Abstract

Free-range chicken is a type of poultry that is popular in people's lives because it tastes good and contains quite a lot of nutrients. This study was intended to observe the characteristics of consumers of free-range chicken meat and also to observe what factors influence the consumption of free-range chicken meat. The research was conducted from February to March 2021 at the Horas market and the Pematangsiantar Dwikora market. Using primary data and samples were taken using the free-range chicken meat consumer interview method with accidental sampling and participant analysis using the Multiple Linear Regression equation and the Classical Assumption Test using the SPSS version 25 application. The partial test states that the price of native chicken meat, the price of substitutes, consumer income and the number of family members has a real impact on the consumption of native chicken meat. Age, level of taste and education did not have a real impact on consumption of free-range chicken in Pematangsiantar City. Simultaneously all variables have a significant impact on the free-range chicken consumption variable with a significant value of 0.000 and a determination of 0.417 or 41.7%.