Consumer Purchasing Decision towards eggs in Yogyakarta Province
Dhika Cahyasita (a), Dinda Dewi Aisyah (a*), Mochamad Mussoddaq (b), Putri Indah Ariyani (a), Ribet Kusandy (a), Erlangga Java Fanboy (a)

a) Agribusiness Department, Faculty of Agriculture, UPN Veteran Yogyakarta, Jl. SWK Jl. Ring Road Utara No.104, Depok, Sleman, Indonesia 55283
b) Environmental Engineering, Faculty of Mineral Technology, UPN Veteran Yogyakarta, Jl. SWK Jl. Ring Road Utara No.104, Depok, Sleman, Indonesia 55283

Abstract

Affordable food that has accessibility to the community is an essential need. Especially for people who live in areas with relatively low minimum wages such as the province of Yogyakarta. This study aims to see consumer decisions on purchasing eggs in the Special Region of Yogyakarta Province. Primary data from a total of 100 respondents spread across Kulon Progo, Sleman, Bantul, Gunung Kidul and Yogyakarta City were collected through interviews based on structured questionnaires. The data analysis applied in this study uses descriptive statistics. The results of the analysis show a tendency for consumers to buy eggs as a side dish with rice as the main motivation in purchasing eggs. In addition, the attributes most considered by consumers in purchasing eggs are the price and type of eggs which are only distinguished between broiler chicken eggs and kampung chicken eggs. Post-purchase evaluation of eggs shows that most consumers are satisfied with their purchases so far.

Keywords: consumer behaviour- decision making- chicken egg- food

Topic: Agriculture