Consumer behavior of kepok bananas (Musa paradisiaca L.) in Medan City

Abstract

Indonesian people's demand for local fruit is increasing along with increasing public awareness of the importance of fruit nutrition for health. Kepok bananas (Musa paradisiaca L.) is a type of banana that is popular and loved by people. This research aims to determine the purchasing behavior of consumers of kepok bananas in Medan City. The research was conducted using a survey method t one of the largest traditional markets in Medan City. The number of consumer samples was 42 consumers who were determined through purposive sampling. The data analysis method used is descriptive and Fishbein's multiattribute analysis. The results showed that the buying behavior of consumers of kepok bananas in Medan City was in the form of reasons to buy for health benefits, reasons to shop at traditional markets because prices were relatively cheap, the frequency of purchases per month was not stated, the purchase was 1 comb for each purchase, the purpose of the purchase was for self-consumption, average consumer spending to buy kepok bananas is IDR 70,001–IDR 90,000 in a month. Fishbein's multi-attribute results show that consumer attitudes are that consumers really like the price attribute of kepok bananas with a value of 12.39 (very positive).