Main Article Content
Abstract
This study aims to analyze the consumer preferences about choosing a place to buy beef and beef attribute product influence in buying decision of consumers in Yogyakarta. There were 300 beef consumers selected near traditional markets, butcher or meat shops, supermarkets, restaurants and food stalls for the survey using the questionnaire. The data were analyzed descriptively and used the chi-square test to evaluate the relationship between demographic characteristics and the consumers' choice of place when buying beef in Yogyakarta. The study reveals that most respondents buy beef at butcher or meat shops, followed by traditional markets and supermarkets. Consumers consider price, top quality of beef, the freshness of the product, shopping convenience and friends with sellers as the top five reasons when they choose a place to buy beef. Further, there is no correlation between demographic aspects with consumer preferences in choosing a place to buy beef. Finally, the beef attributes consumers consider when buying beef are the halal slaughtering method, bright red colour, quality assured and beef cuts.
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References
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References
Anindhita, I., Nurhadi., & Trinugraha, Y, H. (2023). Preferensi konsumen pasar tradisional di kabupaten purbalingga. Jurnal Ilmu Sosial dan Pendidikan, Vol. 7 (1) DOI: 10.58258/jisip.v7i1.4414/http://ejournal.mandalanursa.org/index.php/JISIP/index
Anjani, H.D., Irham, & Waluyati, L.R. (2018). Relationship of 7P Marketing Mix and Consumers’ Loyalty in Traditional Markets. Agro Ekonomi, 29(2): 261-273.
Astogini, D., Wahyudin, W., & Wulandari, S. Z. (2014). Aspek religiustitas dalam keputusan pembelian produk halal (Studi tentang labelisasi halal pada produk makanan dan minuman kemasan). Jurnal Ekonomi Bisnis Dan Akutansi, 13(1).
Banovic, M., Fontes, M, A., Barreira, M, M., & Grunert, K. G. (2012). Impact of product familiarity on beef quality perception. Agribusiness: An International journal, 28(2), 157–172.
Bettman, J. R. (1979). An information processing theory of consumer choice. Reading, MA: Addison-Wesley.
Directorate General of Livestock and Animal Health. (2016). Kebijakan pemerintah terkait logistic peternakan. Workshop FLPI, Jakarta.
Glitsch, K. (2000). Consumer perceptions of fresh meat quality: Cross-national comparison. British Food Journal, 102(3), 177–194.
Grunert, K. G., Bredahl, L., & Brunso, K. (2004). Consumer perception of meat quality and implications for product development in the meat sector – A review. Journal of Meat Science, 66, 259–272.
Kolb, B. (2008). Marketing research a practical approach. Sage Publication Ltd.
Kotler, P., & Armstrong, G. (2017). Principles of marketing (17th ed.). Pearson Education.
McDaniel, C. J., & Gates, R. (2013). Marketing research essentials (8th ed.). John Wiley and Sons.
Ministry of Agriculture of the Republic of Indonesia, Center of Agriculture Data and Information. (2022). Outlook daging sapi 2022.
Mohammadi, H., Saghaian, S., & Alizadeh, P. (2017). Prioritization of Expanded Marketing Mix in Different Stages of the Product Life Cycle: The Case of Food Industry. J. Agr. Sci. Tech. (2017) Vol. 19: 993-1003.
Mohayidin, M. G., & Kamarulzaman, N. H. (2014). Consumers' Preferences Toward Attributes of Manufactured Halal Food Products. Journal of International Food & Agribusiness Marketing, 26:2, 125-139, DOI:10.1080/08974438.2012.755720.
Sari, D. K., & Sudrajat, I. (2013). Analisis pengaruh labelisasi halal terhadap keputusan pembelian produk makanan impor dalam kemasan pada mahasiswa kedokteran universitas sumatera utara. Jurnal Ekonomi dan Keuangan 1(4).
Saleem, M., Khan, M. M., Ahmed, M. E., Shah, S. A. N and Surti, S. R. (2018). Online Grocery Shopping and Consumer Perception: A Case of Karachi Market in Pakistan. Journal of Internet and e-Business Studies, Vol. 2018. Article ID 931248, DOI: 10.5171/2018.931248
Schuster, A & Sporn, B. (1998). Potential for Online Grocery Shopping In The Urban Area of Vienna, Electronic Markets, 8:2, 13-16.
Stankevich, A. (2017). Explaining the consumer decision-making process: Critical literature review. Journal of International Business Research and Marketing, 2(6), 7–14.
Susanti, T. S. (2012). Pengaruh Sertifikat Halal Terhadap Niat Beli Ulang dan Niat Merekomendasikan Pembelian Daging Sapi Oleh Konsumen Muslim dan non-Muslim di Giant Supermarket Wiyung Surabaya [Unpublished thesis]. Universitas Airlangga. http://lib.unair.ac.id
Tafuli, C. R. V., Hartono, B., & Nugroho, B. A. (2013). Analisis tingkat kepentingan dan kinerja atribut-atribut daging sapi bali yang beredar di kota Kupang Provinsi Nusa Tenggara Timur. Sains Peternakan, 11(1), 19–25.
Venkatraman, V., Clithero, J. A., Fitzsimons, G. J., & Huettel, S. A. (2012). New scanner data for brand marketers: How neuroscience can help better understand differences in brand preferences. Journal of Consumer Psychology, 22(1), 143-153.
Yogyakarta Local Government. (2023). UMK DIY Naik 7,60-7,90 Persen; Kota Yogyakarta Masih Tertinggi. https://jogjaprov.go.id/berita/umk-diy-naik-760-790-persen-kota-yogyakarta-masih-tertinggi