Pengaruh Citra, Preferensi, dan Sikap terhadap Perilaku Pembelian Buah Lokal

Abstract

A good response to imported fruits by the public, impact to more competitiveness rivalry between the local and import fruits in the market. The aim of this study was to analyze the effect of image, preference, and attitude toward the purchase behavior of local fruits. The design of this study was cross sectional, and the research were located at Baranangsiang and Cihideung Ilir villages. The sample of this study was 120 households who buy fruits and selected by cluster. The result show significant differences between characteristic, images, attitude, and purchase behavior of local fruits on household in urban and rural area, but there is no distinction preference to local fruits on housewives in the urban and rural area. Factors that effect purchase behavior of local fruits by housewives are age, the number member of family, long education of the mother and the level of preference against local fruits.