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All Journal Unram Journal of Community Service (UJCS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Agribis Indonesian Community Journal Jurnal Masyarakat Madani Indonesia
Muhammad Andri Zuliansyah
Universitas Sriwijaya
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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EXPLORING MERCHANT PREFERENCES IN DECISIONS TO PURCHASE PINEAPPLES FROM FARMERS IN SENURO VILLAGE Muhammad Andri Zuliansyah; Reshi Wahyuni; Serly Novita Sari; Adli; M. Huanza; Jerry Antonio
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 1 (2025): DECEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v5i1.1442

Abstract

This study was motivated by the importance of exploring traders' preferences in purchasing pineapples from farmers as an effort to strengthen the marketing chain and increase the competitiveness of local pineapple products in Senuro Village. The purpose of this study was to identify the factors that influence traders' decisions in purchasing pineapples in Senuro Village, Tanjung Batu District, Ogan Ilir Regency. This study used a survey method with a descriptive approach, involving four traders as samplings who were selected purposively. Data were collected through structured interviews using questionnaires, then analyzed descriptively and qualitatively to interpret patterns of trader preferences. The results showed five main factors that influence traders' decisions, namely quality, supply continuity, price, trust and relationships, and marketing risk. Quality is the most dominant factor because it is directly related to the fruit grading system, selling value, and market acceptance. Supply continuity is also important to maintain business stability, especially for traders who supply to markets outside the region. Price plays a secondary role after quality is met. In addition, trust between farmers and traders and the ability to manage marketing risks also influence the sustainability or strengthening of cooperative relationships.
Co-Authors Adli Adli Adli Andriadi Anugrah Ilahi Dendi Dessy Adriani Diah Triesia Dini Damayanthi Erizal Sodikin Feiza Salsabila Deka Fitra Gustiar, Fitra Intan Putri Jerry Antonio M. Huanza Merna Ayu Sulastri Muhadianto Cahya Muhammad Rizki Saputra Muhammad Yamin Muhammad Yazid Rani Ria Rizki Reshi Wahyuni Rujito Agus Suwignyo Serly Novitasari Siti Lestari Siti Ramadani Andelia Siti Ramadhani Andhelia Trisna Wahyu Swasdiningrum Putri Utan Sahiro Ritonga