PREFERENSI KONSUMEN TERHADAP PEMBELIAN PEMPEK YANG MEMILIKI SERTIFIKAT KELAYAKAN PENGOLAHAN (SKP) DI KOTA PALEMBANG

Abstract

Pempek is a processed product from fish-based ingredients that are favored by the community, especially the residents of Palembang City. Consumer understanding of pempek that has a certificate of feasibility for processing (SKP) issued by the National Marine and Fisheries Office to ensure the quality of processed fish products into pempek is still very low. There are several factors that influence consumer preferences in buying SKP and non-SKP pempek after education, including pempek prices, consumer income and expenditure. This study aims to determine whether pempek price factors, consumer income and expenditure have an influence on consumer preferences in buying pempek that has SKP (Certificate of Feasibility of Processing) in Palembang City. The research methods used in this study are survey methods and sampling methods using accidental sampling and Quota Sampling. Accidental Sampling with 100 respondents. The data used in this study are primary and secondary data. The results of this study are (1) The price factor does not have a real effect on consumer preferences to buy SKP pempek in Palembang City. (2) The income factor does not have a real effect on consumer preferences to buy SKP pempek in Palembang City and (3) The expenditure factor does not have a real effect on consumer preferences to buy SKPpempek in Palembang City.