Pemetaan Image Konsumen Terhadap Buah Durian Bajul Di Kecamatan Sawahan Kabupaten Nganjuk - Kurniawan, Moh Andi; Sukma, Septi Ambar Indraningtia; Purbowo, Purbowo; Khasan, Umar (Sigmagri, 2024)
ABSTRACT This research aims to identify the purchasing decision process, analyze the factors that influence purchases, and map consumer image of the Bajul durian fruit. This research was carried out in Sawahan sub-district, Nganjuk Regency. Samples were taken using the Accidental sampling method. Data were analyzed using descriptive and correspondence methods. The research results show that the durian purchasing decision process consists of five stages, namely need recognition, information search, alternative evaluation, purchasing decision process, and post-purchase behavior. Based on correspondence analysis, it was found that several attributes were similar to other durian varieties. Keywords: consumer preferences; durian; correspondence ABSTRAK Penelitian ini bertujuan untuk mengidentifikasi proses keputusan pembelian, menganalisis faktor – faktor yang mempengaruhi pembelian, dan peta Image konsumen terhadap buah durian Bajul. Penelitian ini dilaksanakan di kecamatan Sawahan Kabupaten Nganjuk. Sampel diambil dengan metode Accidental sampling. Data dianalisis dengan metode deskriptif dan korespondensi. Hasil penelitian menunjukkan bahwa proses keputusan pembelian durian terdiri dari lima tahap yaitu pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, proses keputusan pembelian, dan perilaku pasca pembelian. Berdasarkan analisis korespondensi didapatkan kemiripan beberapa atribut pada varietas durian lainnya. Kata Kunci : preferensi konsumen; durian; korespondensi