Peran Anggota Keluarga Dalam Pengambilan Keputusan Mengkonsumsi Buah Di Perdesaan Dan Perkotaan

Abstract

Decision making in family is important for consumer behavior research. Fruit decision making involved in family food decision making. The purpose of this research is to examine the member family roles on fruit consumption decision making at rural and urban. Cross sectional study design is used. Located at Desa Cihideung Ilir Kecamatan Ciampea Kabupaten Bogor and Kelurahan Panaragan Kecamatan Bogor Tengah Kota Bogor. Total samples are 100, 50 samples at rural and 50 samples at urban. Sampling technique depend on house’s position of simple random sampling. Data was collected and analyzed by statistics (t-test, ztest, and Mann Whitney method). The member of family who play as influencer for fruit consumption decision making at rural is child, whereas at urban is wife. The member of family who play as gatekeeper, decision maker, buyer, provider, maintenancer and organizer at rural and urban is wife. Member of family who play as user at rural are wife and child, whereas at urban is wife. There are significant difference in child roles as influencer and gatekeeper at rural and urban, wife’s role as provider and husband’s roles as provider at rural and urban. Based on the result of the research, it is better for wife to enrich their knowledge of fruit and it is better to educate children about fruits consumed to make better knowledge about them.