Preference Analysis and Purchasing Decision of Fruit Consumers in Generation Y (Case of Modern and Traditional Retail in Bogor)
Article Sidebar
-
ethnocentrism, generation Y, preference, purchasing decisions, reference group
Abstract
Fruit is categorized as perishable product. Fruit trading still coordinated by direct sales, which consumers come over to the location then choose their own preference. Majority consumers prefer to go to the two shopping places for buying fruit products which is major in Indonesia or Bogor, for instance in modern retail or traditional retail. The issue in consumption character shifts caused by the generation alteration in which can influence business activities in the retail industry. At present, the traditional good retailers of modern generation Y is faced with different characteristics from the previous generation. Data was collected using questionnaires given to 150 respondents from the modern retail and 150 respondents traditional retail. The total questionnaires are 300 Generation Y respondents. The data was analyzed by descriptive analysis and Partial Least Square (PLS). The results indicated that the category in the modern retail the influence of the reference group and ethnocentrism had a positive effect and had the greatest influence on Y generation preferences as well as the categories in traditional retail reference groups and ethnocentrism had a positive and significant effect and product quality and prices have a negative effect on Y generation's preference for fruit shopping in modern retail. Meanwhile personal factors and places have a negative effect on Y generation's preference for fruit shopping in traditional retail. From modern and traditional fruit retailing consumer preferences have a positive and very significant effect on fruit purchasing decisions.
References
noraga B J, Iriani S S, 2014 Influence of Lifestyle and Reference Group on Decisions of Purchasing Galaxy Brand SmartPhone. Business and Management Journal 6 (2): 139-147
Arumsari, 2012. Effect of Product Quality on Purchasing Decisions. Palembang: Sriwijaya State Polytechnic
Astari, Hartoyo, 2013. Effect of Value and lifestyle on behavioral preferences for purchasing Fruits Imported, Journal. Family Sciences and Identification 6 (1): 39-46
Badri M. (2011). Coporate and Marketing Communication. Jakarta: Center for Communication and Business Studies at the Paca Bachelor Program at Mercu Buana University.
Chang, Yu-Hern Cheng, Chien-Hang. (2011). Exploring the effects of consumer ethics on preference for foreign airlines: A perspective of Chinese tourists. African Journal of Business Management. 5 (34).
Durianto, D. Sugiarto. (2004). Strategies to Conquer the Market through Equity Research and Brand Behavior. Jakarta. PT. Gramedia Main Library.
Endraswara. 2006. Methods, Theories, Engineering, Cultural Research: Ideology, Epistemology and Applications. Yogyakarta. Widyatama Library.
Engel, James F. 1994. Consumer Behavior in Consumer Behavior Book Issue 6: volume 1.Binarupa Aksara Publisher.
Gilbert, David. 2003. Retail marketing management (2nd ed.).
England. PrenticeHall Gilbert. 2003. Retail Marketing Management 2, illustrated Financial Times Prentice Hall
Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. .2010. Multivariate Data Analysis, Seventh Edition., Prentice Hall.
Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. .2013. Multivariate Data Analysis 7 illustrated, revised, Pearson Education Limited, 2013.
Harjadi, S. S. 1989. Basics of Horticulture. Department of Plant Cultivation, Faculty of Agriculture, Bogor Agricultural Institute, Bogor.
Howe, N. and Strauss, W. (2000). Millennials Rising: The Next Great Generation. New York: Vintage Books.
Kotler, Philip. 2010. Marketing Management. Indonesian Edition Volume 1. Jakarta. PT Index
Kotler. P. Armstrong. G 2008. Principles of Marketing. Jakarta: Erlangga
Lancaster, L. C. Stillman, D. 2010. The m-factor: How the millennial generation is rocking the workplace. New York, NY: HarperCollins Publishers.
Levy, Michael and Barton Weitz. 2007. Retailing Management. International Edition. New York: McGraw-Hill.
Monecke, leisch (2012) semPLS: Structural Equation Modeling Using Partial Least Squares. JournalofStatisticalSoftware 48 (3) : 1-32
Mursid. (2003).
Marketing Management. Issue 1. Publishers of Bumi Aksara Jakarta Cooperate with the Inter-University Center for Economic Studies UI, Jakarta.
Paul, J. Peter and Jerry C. Olson. 2000. Consumer Behavior: Consumer Behavior and Marketing Strategy. Translation. Jakarta: Erlangga
Purnomohadi E, Sumarwan U, Saefuddin A, Eva Z. Yusuf 2012 Perception Analysis, Consumer Behavior and Traditional Food Preferences. Bogor Agricultural Institute (IPB)
Riska IY, Mulya S, Padmaningrum D.2012. Analysis of Traditional Market Consumer Preferences on local and imported citrus fruits in Kudus Regency. Agrista E-Journal 1 (2): 1-24
Sharma, S., Shrimp, T.A., and Shin, J. 1995. Consumer Ethnocentrism: A test of Antecedents and Moderators. Journal of the Academy of Marketing Science. 23 (1). 26-37.
Stanton, William J. 1998. Principles of Marketing Seventh Edition Volume 1. Jakarta: Erlangga
Sumarwan, Ujang. 2014. Consumer Behavior Theory and Its Application in Marketing, GhaliaIndonesia. Bogor.
Sumarwan.2014. Definition of Consumer Behavior. Second Edition Consumer Behavior Book.Ghaila Indonesia.
Tjiptono, 2009. Service Marketing Strategy. CV. Andi: Yogyakarta
Tjiptono, Fandy. 2005. Marketing Services. Poor. Bayumedia Publishing
Violetta PC, 2018. Analysis of Local Fruit preferences and buying behavior in Y Generation Consumers [thesis]. Bogor (ID): Bogor Agricultural University
Wiliam J S. 1998. Principles of Marketing Seventh Edition Volume 1. Jakarta: Erlangga.
Yanto W. 2006. Analysis of Retailing Image on the level of customer satisfaction At hypermart Surabaya [thesis]. Surabaya (ID): Widya Mandala Catholic University Surabaya
Zulkarnain. 2009. Basics of Horticulture. Jakarta. Earth Literacy.
Authors
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a
This work is licensed under a Creative Commons Attribution 4.0 International License. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal. - Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
