Keputusan Pembelian dan Kepuasan Konsumen Jeruk Lokal Rimau Gerga Lebong di Pulau Sumatera
Article Sidebar
Main Article Content
Abstract
Rimau gerga lebong orange (hereafter referred to as gerga orange) is a local orange variety of Bengkulu Province which is currently developed as a national superior commodity. It is important to understand the consumer behaviour to developing this local orange. The purpose of this study is to analyze the purchasing decision process and consumer satisfaction with gerga orange. This study uses primary data from an online survey of 200 respondents taken deliberately in Bengkulu, South Sumatra, and Jambi provinces in April and May 2022. Data were analyzed using descriptive methods, customer satisfaction index (CSI), and importance-performance analysis (IPA). In CSI and IPA analyses, this study uses eight attributes of oranges: taste, juicyness, freshness, colour, size, price, promotion, and product availability. The results of the purchase decision showed that most consumers buy gerga oranges because the benefits of vitamin C that contain in gerga oranges, obtain information from previous purchasing experiences, consider taste attributes in the pre-purchase evaluation, decide to buy gerga oranges due to situational factors, and express satisfaction and are willing to repurchase gerga oranges. Based on CSI analysis, the results showed that the level of consumer satisfied with the purchase and consumption of gerga oranges. Based on IPA analysis, the attribute of gerga lebong rimau oranges that needed improvement was fruit availability. The results of this study can provide benefits to breeders or fruit growers in developing varieties of gerga oranges according to consumer needs and preferences and for marketers to develop marketing strategies for gerga oranges more precisely.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
Jurnal Agribisnis Indonesia (JAI) is an Open Access Journal. The authors who publish the manuscript in this journal agree to the following terms:
Creative Commons License
JAI is licensed under a Creative Commons Attribution 4.0 International License. This permits anyone to copy, redistribute, remix, transmit, and adapt the work provided the original work and source are appropriately cited.
This means:
(1) Under the CC-BY license, authors retain ownership of the copyright for their article, but authors grant others permission to use the content of publications in Jurnal Agribisnis Indonesia in whole or in part provided that the original work is properly cited. Users (redistributors) of JAI are required to cite the original source, including the author's name, JAI as the initial source of publication, year of publication, volume number, issue, and Digital Object Identifier (DOI); (2) Authors grant JAI the right of first publication. Although authors remain the copyright owner.
References
Arhim, M., & Wahyuningsi. (2017). Perbandingan keputusan pembelian berdasarkan indeks kepuasan dari proses pemasaran antara buah lokal dan buah impor di Hypermart Kota Palopo. Pertanian Berkelanjutan, 5(1), 1–16.
Balitbangtan. (2014). Karakteristik Varietas dan Distribusi Benih Sumber Jeruk Nusantara. Balitbang.
BPS. (2022a). Pengeluaran Untuk Konsumsi Penduduk Indonesia: Maret 2022. In Badan Pusat Statistik (Vol. 1, Issue 1). Badan Pusat Statistik. https://doi.org/10.25104/mtm.v16i1.840
BPS. (2022b). Statistik Indonesia 2022. In Statistik Indonesia 2020. BPS.
Ceschi, S., Canavari, M., & Castellini, A. (2018). Consumer’s Preference and Willingness to Pay for Apple Attributes: A Choice Experiment in Large Retail Outlets in Bologna (Italy). Journal of International Food and Agribusiness Marketing, 30(4), 305–322. https://doi.org/10.1080/08974438.2017.1413614
Dick, A. S., & Basu, K. (1994). Customer Loyalty :Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 2, 99–113.
Ekawati, Ellyta, & Rizieq, R. (2014). Analisis Pemasaran Buah Lokal di Kalimantan Barat. Jurnal Agribisnis Indonesia, 2(1), 11–20. https://doi.org/https://doi.org/10.29244/jai.2014.2.1.11-20
Fatihudin, D., & Firmansyah, M. A. (2019). Pemasaran Jasa (Strategi Mengukur Kepuasan dan Loyalitas Pelanggan) (1st ed.). Deepublish.
Fauzi, E., Ishak, A., Astuti, H. B., & Musaddad, D. (2019). Saluran dan margin pemasaran jeruk RGL di Kabupaten Rejang Lebong – Bengkulu. Jurnal Agribisnis, 21(2), 126–134.
Fornell, C., & Wernerfelt, B. (1987). Defensive Marketing Strategy by Customer Complaint Management : A Theoretical Analysis. Journal of Marketing Research, 24(4), 337–346.
Karina, D., Sundari, R. S., & Hidayati, R. (2021). Perilaku Konsumen Terhadap Keputusan Pembelian Jeruk Lokal Dan Impor Di Kota Tasikmalaya. Jurnal Agrinika : Jurnal Agroteknologi Dan Agribisnis, 5(2), 171. https://doi.org/10.30737/agrinika.v5i2.1648
Kartikasari, R. D., Handayani, M. T., & Fatin, N. H. (2020). Tingkat kepuasan konsumen terhadap atribut buah pepaya di pasar tradisional Kota Surakarta. Agrineca, 20(2), 104–111. https://doi.org/10.36728/afp.v20i2.1080
Kementan. (2022). Buku Statistik Konsumsi 2022. Pusat Data Dan Sistem Informasi Pertanian Kementerian Pertanian.
Kotler, P. (2005). Manajemen Pemasaran Jilid I dan II (I. Gramedia (ed.); Kesebelas).
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran (13th ed.). Erlangga.
Mahendraswari, R., Tinaprilla, N., & Nurmalina, R. (2013). Tingkat Kepentingan serta Kinerja Atribut Produk dan Pelayanan di Rumah Makan Bebek Gendut, Bubulak, Kota Bogor. Jurnal Aplikasi Manajemen, 2(3), 347–353.
Mardani, R. (2019). Jeruk Gerga Rejang Lebong Bakal Tembus Pasar Ekspor - RMOLBENGKULU. RMOL Bengkulu. https://www.rmolbengkulu.id/jeruk-gerga-rejang-lebong-bakal-tembus-pasar-ekspor
Mardiah, S., Soetoro, & Sudrajat. (2017). Tingkat persepsi konsumen dalam keputusan pembelian buah pepaya california di pasar swalayan: studi kasus di toserba Yogya Ciamis). Jurnal AGROINFO, 4(2), 140–147.
Melati. (2021). Manajemen Pemasaran. Deepublish.
Mufti, Nurwati, N., & Zargustin, D. (2020). Pengaruh kualitas produk sayuran organik dan pelayanan terhadap kepuasan konsumen di “Pasar buah Pekanbaru” Kota Pekanbaru. Jurnal Agribisnis, 22(2), 255–266.
Muzdalifah. (2012). Kajian preferensi konsumen terhadap buah-buahan lokal di Kota Banjarbaru. Jurnal Agribisnis Perdesaan, 02(04), 297–309.
Nafisah, S. N., Suharno, S., & Tinaprilla, N. (2014). Sikap Dan Persepsi Konsumen Terhadap Jeruk Lokal Dan Jeruk Impor Di Pasar Modern Kota Bogor. Forum Agribisnis, 4(1), 71–84. https://doi.org/10.29244/fagb.4.1.71-84
Nahraeni, W., Rahayu, A., Yusdiarti, A., & Yaskur, Y. (2019). Keputusan Pembelian Dan Preferensi Konsumen Jeruk Pamelo. Jurnal Agribisains, 5(1), 59–67. https://doi.org/10.30997/jagi.v5i1.2171
Nurmalina, R., & Astuti, E. P. (2012). Analisis preferensi dan kepuasan konsumen terhadap beras di Kecamatan Mulyorejo Surabaya Jawa Timur. Jurnal Sains Terapan, 1(1), 42–53.
Padmi, N. M. S. K. D., Dewi Komala, R., & Anggreni, I. G. A. A. L. (2017). Analisis perilaku konsumen terhadap keputusan pembelian buah-buahan di Moena Fresh Bali. Jurnal Agribisnis Dan Agrowisata (Journal of Agribusiness and Agritourism), 6(4), 584. https://doi.org/10.24843/jaa.2017.v06.i04.p13
Permadi, R. (2013). Analisis kepuasan konsumen terhadap atribut buah pisang kepok: Studi kasus konsumen di Tiga Kota Kuala Pembuang, Sampit, dan Palangkaraya. Journal of Chemical Information and Modeling, 53(9), 1689–1699.
Pradana, A. K., Slamet, A. S., & Andrianto, M. S. (2018). Analisis faktor yang memengaruhi pengambilan keputusan pembelian pepaya Calina. Jurnal Manajemen, 9(2), 155. https://doi.org/10.32832/jm-uika.v9i2.1562
Prihatari, E. M., Roesaali, W., & Prastiwi, W. D. (2018). Sikap Konsumen Terhadap Pembelian Buah Jeruk Lokal Dan Buah Jeruk Impor Dikabupaten Purworejo. Jurnal Sungkai, 6(1), 17–85.
Purwanti, E. (2011). Analisis faktor-faktor pengambilan keputusan pembelian konsumen pada departemenstore/supermarket di Salatiga. Among Makarti, 4(7), 1–19.
Rahmasari, L. F., Nurmalina, R., & Priatna, W. B. (2017). Analisis sikap, konsistensi dan kepuasan pada teh kotak ultrajaya: An experimental marketing research on Ipb Agribusiness Master of Science Students. Forum Agribisnis, 7(1), 85–102. https://doi.org/10.29244/fagb.7.1.85-102
Reichheld, F. F., & Sasser, W. E. (1990). Zero Defections: Quality Comes to Services. Harvard Business Review, 105–111.
Rumapea, E., Roessali, W., & Prasetyo, E. (2021). Analisis sikap dan preferensi konsumen terhadap keputusan pembelian buah pisang di pasar tradisional Kota Semarang. Agrisocionomics, 5(2), 1–13.
Sadeli, A. H., & Utami, H. N. (2013). Sikap Konsumen terhadap Atribut Produk untuk Mengukur Daya Saing Produk Jeruk. Trikonomika, 12(1), 61. https://doi.org/10.23969/trikonomika.v12i1.460
Shelbiana, A., & Trimo, L. (2022). Faktor yang Mempengaruhi Keputusan Pembelian Sayuran Terhadap Pengguna E-Wallet Go-Pay di Kota JABODETABEK. Jurnal Agribisnis Indonesia, 10(2), 211–221. https://doi.org/10.29244/jai.2022.10.2.211-221
Sheth, J. N., & Mittal, B. (2004). Customer Behavior a Managerial Perspective (2nd ed.). Thomson/South-Western.
Siagian, I. C., Nurmegawati, Puspitasari, M., Miswarti, Dinata, K., Mikasari, W., Hartono, R., Yuliasari, S., & Sastro, Y. (2021). Analysis of limiting factors of RGL citrus fruit productivity: study case in Pal VII Village, Bermani Ulu Raya Subdistrict, Rejang Lebong District. IOP Conference Series: Earth and Environmental Science, 648(1). https://doi.org/10.1088/1755-1315/648/1/012008
Suardika, M. P., Ambarawati, G. A. A., & Sukaatmadja, P. (2014). Analisis perilaku konsumen terhadap keputusan pembelian sayur organik cv golden leaf farm Bali. Jurnal Manajemen Agribisnis, 2(1), 1–10.
Sumarwan, U., Jauzi, A., Mulyana, A., Karno, B. N., Mawardi, P. K., & Nugroho, W. (2011). Riset Pemasaran dan Konsumen Panduan Riset dan Kajian: Kepuasan, Perilaku Pembelian, Gaya Hidup, Loyalitas dan Persepsi Risiko.
Sumarwan, U., & Tjiptono, F. (2018). Strategi Pemasaran dalam Perspektif Perilaku Konsumen (U. Sumarwan & F. Tjiptono (eds.); 1st ed.). PT Penerbit IPB Press.
Sungkawa, I., Purnomo, D., & Fauziah, E. (2015). Hubungan antara persepsi dan preferensi konsumen dengan pengambilan keputusan pembelian buah lokal: Studi kasus di Pasar Harjamukti, Pasar Pagi, dan Pasar Kanoman Kota Cirebon. JURNAL AGRIJATI, 28(1), 6.
Suwantoro, B. (2018). Jeruk keprok rgl : jeruk segala rasa. INOVASI TTG, 08(1), 1–46. https://www.cairn.info/revue-etudes-2003-11-page-475.htm
Utama, S. P., Sugiarti, S., & Purba, B. (2005). Permintaan dan pendapatan pedagang buah jeruk brastagi di tingkat pengecer di Kota Bengkulu. Jurnal AGRISEP, 4(1), 177–196. https://doi.org/10.31186/jagrisep.4.1.177-196
Utami, I. W. (2017). Perilaku Konsumen: Analisis Perilaku Konsumen terhadap Keputusan Pembelian (Tim (ed.)). CV PUSTAKA BENGAWAN.
Wardika, P. O., Dewi, R. K., & Artini, N. W. P. (2018). Analisis Kepuasan Pelanggan dalam Membeli Buah-buahan Segar di Moena Fresh Bali. Jurnal Agribisnis Dan Agrowisata (Journal of Agribusiness and Agritourism), 7(1), 81. https://doi.org/10.24843/jaa.2018.v07.i01.p09
Yusnita, M. (2010). Pola Perilaku Konsumen dan Produsen. ALPRIN.