Faktor Faktor yang Mempengaruhi Persepsi Harga Ayam Pedaging di Pasar Tradisional Kabupaten Tolitoli
DOI:
https://doi.org/10.56630/jmcp.v2i1.1428Abstrak
Penelitian ini bertujuan untuk mengetahui faktor-faktor yang memengaruhi persepsi harga ayam pedaging (broiler) di Pasar Susumbolan dan Pasar Bumi Harapan, Kabupaten Tolitoli. Lokasi penelitian ditentukan secara sengaja (purposive sampling) dengan jumlah responden sebanyak 35 orang konsumen/pembeli ayam pedaging. Jenis penelitian yang digunakan adalah penelitian deskriptif dengan analisis data melalui dua pendekatan, yaitu analisis deskriptif dan analisis Korelasi Rank Spearman. Hasil penelitian menunjukkan bahwa persepsi harga daging ayam pedaging di kedua pasar dipengaruhi oleh beberapa variabel bebas, meliputi umur (X1), jenis kelamin (X2), tingkat pendidikan (X3), jumlah tanggungan keluarga (X4), dan tingkat pendapatan (X5). Secara keseluruhan, kelima variabel tersebut berkontribusi dalam membentuk persepsi konsumen terhadap harga ayam pedaging. Temuan ini menegaskan bahwa faktor sosial-ekonomi konsumen menjadi determinan penting dalam memahami pola persepsi harga di pasar tradisional, sehingga dapat menjadi dasar dalam perumusan strategi pemasaran dan kebijakan harga.
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