Pengaruh Karakteristik Sosial Ekonomi Konsumen terhadap Preferensi dalam Membeli Ayam Lokal di Pasar Ciseeng Kecamatan Ciseeng Kabupaten Bogor

Authors

  • Aisya Rizqi Fadhila
    Fakultas Peternakan Universitas Padjadjaran
  • Hasni Arief
    Fakultas Peternakan Universitas Padjadjaran
  • Lilis Nurlina
    Fakultas Peternakan Universitas Padjadjaran

Keywords:

consumer preferences, consumer socioeconomic characteristics, local chicken, purchasing local chicken

Abstract

Local chicken is a livestock commodity that has experienced a population increase in Bogor District over the past five years, indicating a growing demand for local chicken products. Consumers have various reasons for purchasing local chicken. Consumers with different characteristics and backgrounds will also have different preferences. Based on its conditions, this study aims to determine consumer characteristics and preferences, and analyze the influence of consumer socioeconomic characteristics on their purchasing preferences for local chicken. The study was conducted in July 2024 at Ciseeng Market, Ciseeng Subdistrict, Bogor District. This study employed a quantitative approach, utilizing a survey method (sampling) as the data collection technique. The sampling technique used was accidental sampling, resulting in a sample size of 100 respondents for this study. The data analysis methods employed were descriptive analysis, Importance-Performance Analysis (IPA), and Multinomial Logistic Regression analysis. The study's results indicated that consumers who prefer local chicken at Ciseeng Market have socioeconomic characteristics in the late adult category, with a high school education level, a family size of 1-4 people, and an income of more than Rp3,500,000/month. The IPA analysis revealed that the attribute of price discounts primarily drove consumer preference for local chicken. Offering discounts to consumers can be an effective strategy for boosting sales and attracting new customers. The attributes, including the price of local chicken, weight, type of cut, producer attention, and freshness of the chicken, fall into the maintain performance quadrant. The influence of consumer socioeconomic characteristics on their preferences in purchasing local chicken, analyzed by multinomial logistic regression, showed that the characteristics of age, education, number of family members, and income have a positive and significant effect on consumer preference for local chicken, although only partially significant for the variables of education and number of family members.

Downloads

Download data is not yet available.

References

Aliyah, A., Sebayang, A. F., & Haviz, M. (2018). Faktor-Faktor yang Mempengaruhi Preferensi Konsumen terhadap Produk Starbucks Coffee di Kota Bandung Factors that Affects Consumer Preference Towards Starbucks Coffee Products in keputusan konsumen. Prosiding Ilmu Ekonomi, 221–229. i http://karyailmiah.unisba.ac.id/index.php/ekonomi/article/view/13623

Alvernia, P., Wekas, B. J., & Acelian, R. M. (2020). Faktor-Faktor Yang Mempengaruhi Efektivitas Iklan Untuk Meningkatkan Niat Beli Konsumen. Communicology: Jurnal Ilmu Komunikasi, 8(2), 267-287. https://doi.org/10.21009/COMMUNICOLOGY.020.010.

Apriyanto, M. (2022). Pengetahuan dasar bahan pangan. CV. AA Rizky

Arimurti, N. H., Edy Sularso, K., & Hartati, A. (2021). Kesediaan Membayar (Willingness To Pay) Beras Organik di Kabupaten Banyumas dan Faktor Yang Mempengaruhinya. Forum Agribisnis, 11(1), 75–89. https://doi.org/10.29244/fagb.11.1.75-89

Badan Pangan Nasional. (2022). Situasi Konsumsi Pangan Nasional Tahun 2022. Jakarta, Badan Pangan Nasional.

Badan Pusat Statistik Provinsi Jawa Barat. (2024). Provinsi Jawa Barat Dalam Angka 2024. Available at: https://bps.go.id (accessed May 7, 2024, 15:30 WIB).

Badan Standarisasi Nasional (2009). Mutu karkas dan daging ayam. Badan Standardisasi Nasional: SNI 3924.

Bannor, R. K., Abele, S., Kuwornu, J. K. M., Oppong-Kyeremeh, H., & Yeboah, E. D. (2022). Consumer Segmentation and Preference for Indigenous Chicken Products. Journal of Agribusiness in Developing and Emerging Economies, 12(1), 75–93. https://doi.org/10.1108/JADEE-08-2020-0162

Bell, D. D., & Weaver, W. D. (2002). Commercial Chicken Meat and Egg Production: 5th Edition. Journal of Applied Poultry Research, 11(2), 224–225. https://doi.org/10.1093/japr/11.2.224

Edwin, T., Indrayani, I., Utami, Y., & Rastosari, A. (2023). Analisis Hubungan Faktor Personal Konsumen Terhadap Keputusan Pembelian Ayam Kampung Di Kota Padang. Wahana Peternakan, 7(1), 80–86. https://doi.org/10.37090/jwputb.v7i1.779

Fandos, C., & Flavián, C. (2006). Intrinsic and extrinsic quality attributes, loyalty, and buying intention: An analysis for a PDO product. British Food Journal, 108(8), 646–662. https://doi.org/10.1108/00070700610682337

Hidayah, R., Ambarsari, I., & Subiharta, S. (2019). Kajian Sifat Nutrisi, Fisik dan Sensori Daging Ayam KUB di Jawa Tengah. Jurnal Peternakan Indonesia (Indonesian Journal of Animal Science), 21(2), 93. https://doi.org/10.25077/jpi.21.2.93-101.2019

Hikmawati, K. A., Arifin, Z., & Hidayat, K. (2016). Pengaruh Karakteristik Konsumen Terhadap Keputusan Pembelian. Jurnal Administrasi Bisnis, 37(2), 11–18. https://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/1450

Ismanto, A., Julianda, T., & Mursidah, . (2018). Analisis Sikap Dan Kepuasan Konsumen Terhadap Atribut Produk Karkas Ayam Pedaging Segar Di Pasar Tradisional Kota Samarinda. Jurnal Ilmu Peternakan dan Veteriner Tropis (Journal of Tropical Animal and Veterinary Science), 8(2), 69. https://doi.org/10.30862/jipvet.v8i2.34

Kathiravan, G., & Chitrambigai, K. (2024). Consumer Preferences for Native Chicken Meat in India: Implications for Sustainable Production and Household Dynamics. Current Research in Nutrition and Food Science, 12(1), 166–180. https://doi.org/10.12944/CRNFSJ.12.1.14

Kertayoga, I., Desfaryani, R., Irawati, L., & Kusmaria. (2023). Pengaruh Karakteristik Konsumen Terhadap Intensitas Pembelian Madu Suhita. Journal of Food System and Agribusiness, 7(1), 13–20. https://doi.org/10.25181/jofsa.v7i1.2836.

Kotler, P., & Keller, K. L. (2016). A framework for marketing management (6th ed.). Pearson Education.Lemeshow, S., Hosmer, D.W., Klar, J, & Lwanga, S.K. (1990). Adequacy of sample size in health studies. World Health Organization.

Mamuaja, C. L., Rorimpandey, B., Wantasen, E., & Dalie, S. (2019). Faktor-Faktor Yang Mempengaruhi Permintaan Daging Ayam Buras Di Pasar Tradisional Kota Manado. Zootec, 40(1), 20. https://doi.org/10.35792/zot.40.1.2020.26717.

Mufeeth, M. M., & Thariq, M. G. M. (2019). Evaluation of Consumer Preference for Value Addition to Native Chicken Meat and Egg. SEUSL Journal of Marketing, 4(1), 1–10. https://www.seu.ac.lk/seusljm/publication/volume4/no1/Mufeeth1.pdf

Ndenga, C., Bett, E. K., & Kabuage, L. W. (2017). Consumers’ preference attributes for indigenous chicken in Kenya. Journal of Agricultural Economics and Development, 6(1), 1–011. https://doi.org/10.1155/2012/401472.

Rasmikayati, E., Shafira, N. A., Fauziah, Y. D., Aziz, H., Ishmah, N., Saefudin, B. R., & Utami, K. (2020). Keterkaitan antara Karakteristik Konsumen dengan Tingkat Kepuasan Mereka dalam Melakukan Pembelian Sayuran Organik di Pasar Modern Kota Medan. Jatinangor, 5(1), 45363. https://doi.org/10.24198/agricore.v5i1.28853

Riski, M. S. (2019). Studi Kelayakan Pendirian Meat Shop Sangatta Kabupaten Kutai Timur. Prosiding FRIMA (Festival Riset Ilmiah Manajemen dan Akuntansi), 6681(2), 456–466. https://doi.org/10.55916/frima.v0i2.69

Saçlı, Y. (2018). Evaluation of Socio-Economic Factors Affecting Chicken Meat Consumption in Turkey Türkiye ’ de Tavuk Eti Tüketiminde Etkili Olan Sosyo - Ekonomik Faktörlerin İncelenmesi, 15(2), 47–52. https://dergipark.org.tr/en/pub/jpr/issue/40835/451582

Sartika, T., Iskandar, S., & Tiesnamurti, B. (2016). Sumberdaya Genetik Ayam Lokal Indonesia dan Prospek Pembangunannya. Badan Penelitian dan Pengembangan Pertanian. https://repository.pertanian.go.id/items/3ccb198f-8055-4d76-987f-0f592ccf8395

Sudrajat, & Isyanto, A. Y. (2018). Keragaan Peternakan Ayam Sentul Di Kabupaten Ciamis The. Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 4(2), 237–253. https://jurnal.unigal.ac.id/mimbaragribisnis/article/view/1438

Wardhana, A. (2024). Perikalu Konsumen di Era Digital. (M. Pradana, Ed.) (1 ed.). Purbalingga: Eureka Media Aksara.

Wattanachant, S. (2008). Factors Affecting the Quality Characteristics. Suranaree Journal of Science and Technology, 15(4), 317–322. http://sutir.sut.ac.th:8080/jspui/handle/123456789/3788

Yanti, Z., & Murtala, M. (2019). Pengaruh Pendapatan, Jumlah Anggota Keluarga Dan Tingkat Pendidikan Terhadap Konsumsi Rumah Tangga Di Kecamatan Muara Dua. Jurnal Ekonomika Indonesia, 8(2), 72. https://doi.org/10.29103/ekonomika.v8i2.972

Published

2025-08-13

How to Cite

Fadhila, A. R., Arief, H., & Lilis Nurlina, L. N. (2025). Pengaruh Karakteristik Sosial Ekonomi Konsumen terhadap Preferensi dalam Membeli Ayam Lokal di Pasar Ciseeng Kecamatan Ciseeng Kabupaten Bogor. Jurnal Ilmiah Membangun Desa Dan Pertanian, 10(4), 362–374. https://doi.org/10.37149/jimdp.v10i4.2315

Issue

Vol. 10 No. 4 (2025)

Section

Articles
Digital Object Identifier
https://doi.org/10.37149/jimdp.v10i4.2315
Copyright & Licensing

Copyright (c) 2025 Aisya Rizqi Fadhila, Hasni Arief, Lilis Nurlina

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors retain copyright and grant the journal the right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY-SA) 4.0 License that allows others to share the work with an acknowledgment of the work’s authorship initial publication in this journal.