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ANALYSIS OF CONSUMER PREFERENCES AND SATISFACTION WITH BULOG RICE SALES IN ALAM BARAJO DISTRICT, JAMBI CITY

JALOW | Journal of Agribusiness and Local Wisdom · Vol. 6 No. 2 (2025) · hlm. 35–40

DOI
10.22437/jalow.v6i2.40595
ISSN
2621-1300, 2621-1297
Terbit
2025-03-03
Penerbit
Program Studi Agribisnis bekerja sama dengan PERHEPI
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

ABSTRACT The increasing competition in the rice market in Indonesia encourages the importance of understanding consumer preferences and satisfaction levels for rice sold by the Logistics Affairs Agency (Bulog). This study aims to (1) describe the socio-economic situation of Bulog rice consumers in Alam Barajo District, Jambi City, (2) to analyze consumer preferences and satisfaction with Bulog rice, and (3) to analyze socio-economic influencing factors on Bulog rice consumer preferences. The research was conducted in Alam Barajo District, Jambi City. The research was conducted for three calendar months. The data used were primary data and secondary data with a total of 50 respondents. The data was analyzed by means of statistical tests by regression method and satisfaction test. The results of consumer research have a high level of satisfaction and interest in Bulog rice, Importance Performance Analysis (IPA) analysis of rice attributes that are included in the main priority quadrant (I) are cleanliness, texture and price. The attribute that is included in the quadrant that maintains its achievement (II) is endurance. The attributes included in the low priority quadrant (III) are the aroma and integrity and uniformity of rice.The attributes included in the satisfactory quadrant (IV) are color and distribution services. The Customer Satisfaction Index (CSI) analysis results of the satisfaction index obtained are 0.7767 which means it is in the satisfied category. Consumer preferences are influenced by income, number of family members, amount of household expenses, and employment while those that do not affect preferences are age and education.

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  • Universitas Jambi
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
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Rekan penulisOrganisasiArtikel bersama
Saidin NainggolanUniversitas Jambi3
Yanuar FitriUniversitas Jambi2
Ira WahyuniUniversitas Jambi2
Rosyani RosyaniUniversitas Jambi2
Zakky FathoniUniversitas Jambi2
Ira WahyuniAfiliasi tidak diketahui2
Adinda Inayah SalwaUniversitas Jambi2
Sukris NopiUniversitas Jambi1
Dina AmeliaAfiliasi tidak diketahui1
Fenny Febiola SilalahiAfiliasi tidak diketahui1
Nadia SafitriUniversitas Jambi1
Inez AlmiraUniversitas Jambi1
Fitra YusafriyaniUniversitas Jambi1
Mirawati YanitaUniversitas Jambi1
Windi OliviandariUniversitas Jambi1
Zakky FathoniAfiliasi tidak diketahui1
Rosa MayshintaUniversitas Jambi1
Yulismi YulismiUniversitas Jambi1
Dompak NapitupuluAfiliasi tidak diketahui1
Firli Anistia SariUniversitas Jambi1
Yusma DamayantiUniversitas Jambi1
Kiki FebriliaUniversitas Jambi1
Sola Gratia RumahorboUniversitas Jambi1
Pino Putri YatmaUniversitas Jambi1
Dedy HendryAfiliasi tidak diketahui1
Ajra AjraAfiliasi tidak diketahui1
Syahrasaddin SyahrasaddinAfiliasi tidak diketahui1
Anis Tatik MaryaniUniversitas Jambi1
Dwi Puja WinataAfiliasi tidak diketahui1
Jalius JaliusUniversitas Jambi1
Emildan PasaiAfiliasi tidak diketahui1
Jalius JaliusUniversitas Jambi1
emildan emilAfiliasi tidak diketahui1
Dompak M. T. NapitupuluUniversitas Jambi1
Abdul Muis MuhammadUniversitas Jambi1
Viktor Rodo Artha MarpaungUniversitas Jambi1
Riko KurniawanAfiliasi tidak diketahui1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/JALOW/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en">ANALYSIS OF CONSUMER PREFERENCES AND SATISFACTION WITH BULOG RICE SALES IN ALAM BARAJO DISTRICT, JAMBI CITY</dc:title>
	<dc:creator xml:lang="en">tamara, vidiya</dc:creator>
	<dc:creator xml:lang="en">Suandi, Suandi</dc:creator>
	<dc:creator xml:lang="en">Effran, Endy</dc:creator>
	<dc:subject xml:lang="en">Bulog Rice, Satisfaction, Preferences</dc:subject>
	<dc:description xml:lang="en">ABSTRACT
The increasing competition in the rice market in Indonesia encourages the importance of understanding consumer preferences and satisfaction levels for rice sold by the Logistics Affairs Agency (Bulog). This study aims to (1) describe the socio-economic situation of Bulog rice consumers in Alam Barajo District, Jambi City, (2) to analyze consumer preferences and satisfaction with Bulog rice, and (3) to analyze socio-economic influencing factors on Bulog rice consumer preferences. The research was conducted in Alam Barajo District, Jambi City. The research was conducted for three calendar months. The data used were primary data and secondary data with a total of 50 respondents. The data was analyzed by means of statistical tests by regression method and satisfaction test. The results of consumer research have a high level of satisfaction and interest in Bulog rice, Importance Performance Analysis (IPA) analysis of rice attributes that are included in the main priority quadrant (I) are cleanliness, texture and price. The attribute that is included in the quadrant that maintains its achievement (II) is endurance. The attributes included in the low priority quadrant (III) are the aroma and integrity and uniformity of rice.The attributes included in the satisfactory quadrant (IV) are color and distribution services. The Customer Satisfaction Index (CSI) analysis results of the satisfaction index obtained are 0.7767 which means it is in the satisfied category. Consumer preferences are influenced by income, number of family members, amount of household expenses, and employment while those that do not affect&amp;nbsp; preferences are age and education.</dc:description>
	<dc:publisher xml:lang="en">Program Studi Agribisnis bekerja sama dengan PERHEPI</dc:publisher>
	<dc:date>2025-03-03</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/JALOW/article/view/40595</dc:identifier>
	<dc:identifier>10.22437/jalow.v6i2.40595</dc:identifier>
	<dc:source xml:lang="en">JALOW | Journal of Agribusiness and Local Wisdom; Vol. 6 No. 2 (2023): Journal of Agribusiness and Local Wisdom; 35-40</dc:source>
	<dc:source>2621-1300</dc:source>
	<dc:source>2621-1297</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/JALOW/article/view/40595/19981</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 vidiyatamara -, Suandi Suandi; Endy Effran</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>