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Permintaan Sayuran Segar dan Faktor yang Mempengaruhi di Supermarket Alpha Semarang (Hans A. Purnama, G. Hartono, Lasmono TS)

1 Alumni Fakultas Pertanian & Bisnis Universitas Kristen Satya Wacana2 Dosen Fakultas Pertanian & Bisnis Universitas Kristen Satya Wacana, Jl. Diponegoro 52-60 Salatiga email: georgius.hartono@yahoo.com

PERMINTAAN SAYURAN SEGAR DAN FAKTOR YANG MEMPENGARUHIDI SUPERMARKET ALPHA SEMARANG

FRESH VEGETABLES DEMANDAND FACTORSTHAT INFLUENCE IN THE ALPHA SUPERMARKET SEMARANG

Hans Ardian Purnama1, Georgius Hartono2, Lasmono Tri Sunaryanto2

Diterima 10 Mei 2012, disetujui 31 Juli 2012

ABSTRACTThe goal of this research is to know the relationship between price perception, quality percep-tion, family income, and place perception with vegetable deman. The descriptive method was usedin this research, while the data was collected using survey method. The 56 respondents wereselected among the consumers family wich buy vegetable at Alpha Supermarket, Semarang re-gency.

The results of this research indicated that on the whole there exists relationship between thevarious variables including price perception, quality perception, place perception, and familyincome, with vegetable demand gained using the Coob Douglas Deman function model, andindividually each variable having regression coefficients of : - 0,137; 0,117; - 0,0292; 0,00008

Keywords: Coob Douglas Deman function, vegetable, perception