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All Journal SOCA: Jurnal Sosial Ekonomi Pertanian Buletin Udayana Mengabdi Jurnal Agribisnis dan Agrowisata (Journal of Agribusiness and Agritourism) Agricore: Jurnal Agribisnis dan Sosial Ekonomi Pertanian Unpad JEPA (Jurnal Ekonomi Pertanian dan Agribisnis) Agrisocionomics: Jurnal Sosial Ekonomi Pertanian Nandur
I GUSTI AYU AGUNG LIES ANGGRENI
Program Studi Agribisnis, Fakultas Pertanian, Uniuersitas Udayana
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Journal : Nandur

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Pengaruh Segmentasi Pasar dan Preferensi Konsumen Terhadap Keputusan Pembelian Kue Organik di Bali Buda Ni Ade Lianita; I Nyoman Gede Ustriyana; I Gusti Ayu Agung Lies Anggreni
Nandur Vol 2 No 2 (2022)
Publisher : Fakultas Pertanian, Universitas Udayana

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Abstract

One of the things that need to be considered in doing the marketing of products to be sold is by analyzing market segmentation and understanding the needs and desires of consumers. This is what Bali Buda has done in formulating its marketing strategy in the face of market share competition and sales decline due to the Covid-19 pandemic. The purpose of this study is to analyze the effect of Market Segmentation and consumer preferences on the decision to purchase organic cakes in Bali Buda by using Structural Equating Modeling-Partial Least Square (SEM-PLS). The sample in this study as many as 65 respondents who are consumers of organic cakes that have bought and consumed organic cakes in Bali Buda. The results showed that market segmentation and consumer preferences have a positive and significant effect on purchasing decisions by producing the original sample value of 0.456; 0.417 and p-value of 0.001; 0.002 with a standard error of 5%. This result means that if the market segmentation is properly formed and the preferences of consumers are met, it can affect the high purchasing decisions of organic cake consumers in Bali Buda.
Co-Authors ANAK AGUNG NGURAH WISNAWA ANAK AGUNG RISKHA ANINDITA ANGIN, DWI SHETTY BR PERANGIN ARGADO SARAGIH AZIZ FATHUR ROHMAN BAIQ RIA ASKINA DESAK GEDE MAYA AGREVINA DWI PUTRA DARMAWAN ENI PERMATASARI FAQIH HASMURULLAH GAOL, BHAKTI A. LUMBAN GEDE JAYENG MAHATMA Gede Mekse Korri Arisena GUSTI MADE OFFAYANA, I DEWA AYU SRI YUDHARI I Dewa Ayu Sri Yudhari I DEWA GEDE AGUNG I Dewa Gede Raka Sarjana I DEWA MADE DWI JULIANA PUTRA I Gde Pitana, I Gde I Gede Setiawan Adi Putra I GEDE VIBHUTI KUMARANANDA I GUSTI AGUNG AYU AMBARAWATI I Gusti Ayu Oka Suryawardani I KADEK ADIKA ARJASTA PUTRA I Ketut Rantau I Ketut Suamba I KOMANG GEDE ROBBIE PRADNYANA I M Sarjana I Made Antara I MADE GANNAL DWI SAPUTRA I MADE PRADNYA ANDITA I Made Sarjana I MADE SUDARMA I Nyoman Bagus Wirawan I Nyoman Gede Ustriyana I PUTU DHARMA I PUTU YOGA PRATAMA I WAYAN BUDIASA I WAYAN SUDARTA I WAYAN WIDYANTARA I WAYAN WINDIA Ida Ayu Listia Dewi Ida Ayu Maharani A.P. IRHAM MAULANA Jacob, Timothy Elrico JHON RONALD SAPUTRA TAMBUNSARIBU JULIANI, SEPTIA KETUT ADI WAHYU PUTRA KETUT BUDI SUSRUSA KUMIL LAILA MADE CINDY DARMAWATI MARIA IRMAYANTI DOSOM Mega Hudha Ayu Lukitasari MONICA INDAH LESTARI SIMARMATA Ni Ade Lianita NI KADEK AYU LILIS UPAYANI NI KADEK SUTIASIH NI KETUT AGUSTYARI NI LUH KOMANG AYU PRADNYANI NI MADE MITA SINTYA PRADNYANI NI MADE SRI KESARI DHARMA PADMI NI PUTU FEBRI KRISNA DEWI NI WAYAN PUTU ARTINI Ni WAYAN SRI ASTITI Nyoman Parining NYOMAN SUTJIPTA PASARIBU, JOSEPA PUTU IKA FRANSISKA RATNA KOMALA DEWI REYDELT SAPLORI JOI TAMSAR RICCO DAMONA SANG AYU MADE SRI UTAMI DEWI SARAH IMANUELLA TAMBUNAN SETO AGUNG PANGHARIBOWO SIREGAR, YOPY YOLA ARDYNA BR TURNIP, ELGA SARI WAHYUNI, DESAK AYU KOMANG SRI