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The Analysis of Attitude and Consumer Preferences to Purchase Decisions of Banana Fruit in Traditional Markets Pangkalpinang City

JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian · Vol. 8 No. 1 (2023) · pp. 65–72

DOI
10.37149/jia.v8i1.428
ISSN
2527-273X
Published
2023-05-18
Publisher
Department of Agribusiness, Halu Oleo University Jointly with Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

This study examines consumer perceptions of the qualities considered in purchasing decisions and consumer preferences for purchasing bananas in traditional markets in Pangkalpinang. This research was carried out in a predetermined traditional market in Pangkalpinang City. This study used a survey method as its primary research design. Purposive sampling was used, and the sample size was 100 respondents. The attributes of bananas analyzed were tasted, fruit skin color, fruit size, and number of fruit per comb. The analytical method used is Fishbein Multiattribute analysis and Conjoint analysis. The results showed that consumer attitudes toward the attributes that were most considered in purchasing bananas were attributes of fruit skin color (21.57) which was very positive—taste (16.27), which was a positive value. Fruit size (15, 87) is a positive value, and the number of fruit per comb (6,41) is negative. Consumer preferences in purchasing bananas at the traditional Pangkalpinang City market are bananas with a yellow-green skin color, a sweet banana taste, a length of > 14 cm, and many pieces per comb with> 16 details. The sequence of importance values explains the attributes of bananas that the consumer pays the most attention to when buying bananas: the color of the banana peel, the taste of the banana, the size of the banana, and the number of bananas per comb.

Keywords

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5 authors · 6 co-authorship links

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  • Universitas Halu Oleo
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Co-authorOrganisationJoint articles
Murni SabiluUniversitas Halu Oleo1
Parakkasi ParakkasiAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ejournal.agribisnis.uho.ac.id/index.php/JIA/oai, first harvested 4 Nov 2026, last seen 4 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">The  Analysis of Attitude and Consumer Preferences to  Purchase Decisions of Banana Fruit in Traditional Markets Pangkalpinang City</dc:title>
	<dc:creator>Damayanti, Aprilia</dc:creator>
	<dc:creator>Karsiningsih, Eni</dc:creator>
	<dc:creator>Muntoro, Muntoro</dc:creator>
	<dc:subject xml:lang="en-US">attitudes</dc:subject>
	<dc:subject xml:lang="en-US">bananas</dc:subject>
	<dc:subject xml:lang="en-US">preferences</dc:subject>
	<dc:subject xml:lang="en-US">purchasing decisions</dc:subject>
	<dc:description xml:lang="en-US">This study examines consumer perceptions of the qualities considered in purchasing decisions and consumer preferences for purchasing bananas in traditional markets in Pangkalpinang. This research was carried out in a predetermined traditional market in Pangkalpinang City. This study used a survey method as its primary research design. Purposive sampling was used, and the sample size was 100 respondents. The attributes of bananas analyzed were tasted, fruit skin color, fruit size, and number of fruit per comb. The analytical method used is Fishbein Multiattribute analysis and Conjoint analysis. The results showed that consumer attitudes toward the attributes that were most considered in purchasing bananas were attributes of fruit skin color (21.57) which was very positive—taste (16.27), which was a positive value. Fruit size (15, 87) is a positive value, and the number of fruit per comb (6,41) is negative. Consumer preferences in purchasing bananas at the traditional Pangkalpinang City market are bananas with a yellow-green skin color, a sweet banana taste, a length of &amp;gt; 14 cm, and many pieces per comb with&amp;gt; 16 details. The sequence of importance values explains the attributes of bananas that the consumer pays the most attention to when buying bananas: the color of the banana peel, the taste of the banana, the size of the banana, and the number of bananas per comb.</dc:description>
	<dc:publisher xml:lang="en-US">Department of Agribusiness, Halu Oleo University  Jointly with  Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)</dc:publisher>
	<dc:date>2023-05-18</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/428</dc:identifier>
	<dc:identifier>10.37149/jia.v8i1.428</dc:identifier>
	<dc:source xml:lang="en-US">JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian; Vol. 8 No. 1 (2023); 65 - 72</dc:source>
	<dc:source>2527-273X</dc:source>
	<dc:source>10.37149/jia.v8i1</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/428/61</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2023 Aprilia Damayanti, Eni Karsiningsih, Muntoro</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>