Keputusan Pembelian Ayam Pedaging Di Pasar Tradisional Kota Bandar Lampung

Abstract

The continuous population growth in Bandar Lampung City has led to an increasing demand for food, including the need for animal protein such as broiler chicken. The lifestyle of people who are increasingly aware of the importance of consuming fresh and nutritious food has driven high demand for broiler chicken in traditional markets. This study aims to identify consumer characteristics and analyze the factors influencing broiler chicken purchasing decisions in three traditional markets, namely Way Halim Market, Tugu Market, and Gintung Market. The research employed both quantitative and qualitative methods, using a survey approach with 100 respondents selected through accidental sampling. Data were analyzed descriptively to illustrate consumer characteristics and further examined using binary logistic regression to determine the influence of various variables on purchasing decisions. The findings reveal that the decision-making process in purchasing broiler chicken involves five stages: (1) Problem recognition, driven by the need for fresh animal protein for household or business consumption; (2) Information search, conducted through interactions with sellers, family members, or fellow buyers at the market; (3) Evaluation of alternatives, where consumers compare prices, sizes, and freshness of chickens from different sellers; (4) Purchase decision, where consumers buy chickens according to their needs, with some making purchases routinely; and (5) Post-purchase evaluation, where consumers assess satisfaction based on meat quality and price suitability. Based on the analysis, three key factors that significantly influence broiler chicken purchasing decisions in traditional markets in Bandar Lampung City are price, quality, and product availability. These three factors are the main considerations for consumers in choosing the place and time of purchase.