ANALYSIS OF FACTORS INFLUENCING CONSUMER DECISIONS IN PURCHASE OF SFSP (Stabilization of Food Supply and Price) RICE AT THE TRADITIONAL MARKET PASAR RAYA PADANG CITY

Salsabilla, Nadya, hanifah (2025) ANALYSIS OF FACTORS INFLUENCING CONSUMER DECISIONS IN PURCHASE OF SFSP (Stabilization of Food Supply and Price) RICE AT THE TRADITIONAL MARKET PASAR RAYA PADANG CITY. S1 thesis, Universitas Andalas.

	Text (COVER AND ABSTRACT) COVER AND ABSTRACT.pdf - Published Version Download (252kB)
	Text (CHAPTER I INTRODUCTION) CHAPTER I INTRODUCTION.pdf - Published Version Download (272kB)
	Text (CHAPTER II LITERATUR REVIEW) CHAPTER II LITERATURE REVIEW.pdf - Published Version Download (473kB)
	Text (CHAPTER III RESEARCH METHODOLOGY) CHAPTER III RESEARCH METHODS.pdf - Published Version Download (376kB)
	Text (CHAPTER IV RESULT AND DISCUSSION) CHAPTER IV RESULT AND DISCUSSION.pdf - Published Version Download (654kB)
	Text (CHAPTER V COCNLUSION AND SUGGESTION) CHAPTER V CONCLUSION AND SUGGESTIONS.pdf - Published Version Download (185kB)
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Abstract

SFSP (Stabilization of Food Supply and Price) rice is a government program to ease purchasing power of consumer, especially the lower middle class. However, SFSP rice has experienced fluctuation in sales, inconsistent consumer turnout, and several complaints regarding the quality of product. The study aims to describe characteristics of consumers and analyze factors influence consumers in purchase SFSP rice at Pasar Raya Padang City. Research method used was a quantitative descriptive method with survey approach. Data was collected using questionnaires to 80 respondents selected through the accidental sampling. Data Analysis was conducted using the Partial Least Square (PLS) method with SmartPLS3.0 software. The results of the study showed that female respondent dominate consumer characteristics and most respondents are aged 36-50 and have a college education level. Majority of respondents’occupation are housewife and have a monthly income or pocket money between IDR 2,500,000-IDR 3,500,000. The factors that have a significant influence on the decision to purchase SPHP rice at Pasar Raya Padang City are cultural factors, social factors, personal factors, psychological factors, and price factors. Meanwhile, product quality factors and brand image factors do not have a significant influence on the decision to purchase SPHP rice at Pasar Raya Padang City. It is suggested BULOG should maintain the supply so that products are never empty in the market, maintain prices accordance with the Highest Retail Price (HRP), producers must highlight health claims, increase marketing by involving consumers so that the positive image of the product increases in the market and sales of SFSP rice increase.

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