Multimater Analysis Fishbein Durian Outlet During Pandemi Corona Virus Disease (Covid-19) In Medan City (Case Study: Ucok Durian Business & Bolang Durian Outlet)

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Exploring Taste and Trust: Multimater Analysis of Fishbein Durian Outlets in Medan Pandemic

The COVID-19 pandemic has brought about significant changes in consumer behavior, including in terms of choosing a place to buy durian. As a result, durian business owners in Medan are facing increased competition and need to adapt to the changing market dynamics. To understand the factors that influence durian purchasing decisions during this time, this study uses a multi-attribute Fishbein model to analyze consumer preferences in two popular durian outlets in Medan: Ucok Durian and Bolang Durian outlets.

Understanding Consumer Behavior in the Pandemic Era

The COVID-19 pandemic has had a profound impact on consumer behavior, with many people becoming more cautious and selective in their purchasing decisions. In the context of durian, consumers are now more likely to prioritize factors such as price, appearance, and packaging when making their purchasing decisions. This shift in consumer behavior has significant implications for durian business owners in Medan, who need to adapt their marketing strategies to meet the changing needs of their customers.

Methodology

This study uses a qualitative approach, combining primary data through questionnaires and interviews with consumers, as well as secondary data from various sources such as the North Sumatra Agriculture Office, books, and the internet. The focus of this research is to identify the durian attributes that most influence consumers, as well as analyzing consumer attitudes towards these attributes.

Results

The results of this study show that consumer attitudes towards durian are generally in the positive category. However, there are differences in consumer preferences based on the level of trust (BI) and performance (EI) towards durian attributes.

Level of Trust (BI)

At the level of trust (BI), consumer preferences for durian attributes are sorted as follows:

  1. Price: Consumers are more concerned with affordable prices and in accordance with the quality of the durian offered.
  2. Appearance: Durian with an attractive physical appearance, such as skin color and good shape, preferred by consumers.
  3. Packaging: Practical and hygienic packaging is an added value for consumers.

Level of Performance (EI)

At the level of performance (EI), consumer preferences to durian attributes are sorted as follows:

  1. Appearance: Consumers are more likely to buy durian with attractive physical appearance, which is believed to reflect the quality of durian.
  2. Taste: Tasty and according to consumer tastes are the top priority.
  3. Price: Competitive prices and comparable to the quality of durian are important considerations.
  4. Service: Fast, friendly, and informative service affects consumer experience.
  5. Packaging: Safe and easy to carry packaging into added value, especially for consumers who want to bring durian as souvenirs.

Implications for Durian Business Owners

This analysis provides important insights for durian business people in Medan. Improving durian quality, competitive price adjustments, and providing friendly and informative services can increase customer satisfaction and build loyalty to brands. In addition, the emphasis on aspects of cleanliness and food safety becomes more crucial in the Pandemic period, so that the handling and packaging of hygienic durian needs to be taken seriously.

Conclusion

By understanding consumer preferences, durian outlets in Medan can improve marketing strategies and strengthen their position in the market. This will help them survive in the midst of increasingly fierce competition and answer the needs of more complex consumers. In conclusion, this study provides valuable insights into the factors that influence durian purchasing decisions in Medan during the pandemic era, and highlights the importance of adapting marketing strategies to meet the changing needs of consumers.

Recommendations

Based on the findings of this study, the following recommendations are made:

  1. Improve Durian Quality: Durian business owners in Medan should prioritize improving the quality of their durian products to meet the changing needs of consumers.
  2. Competitive Pricing: Durian business owners should adjust their pricing strategies to be more competitive and comparable to the quality of their products.
  3. Friendly and Informative Service: Durian business owners should prioritize providing friendly and informative service to their customers to increase customer satisfaction and build loyalty to their brands.
  4. Emphasis on Cleanliness and Food Safety: Durian business owners should emphasize the importance of cleanliness and food safety in their handling and packaging of durian products.

By implementing these recommendations, durian business owners in Medan can improve their marketing strategies and strengthen their position in the market, ultimately leading to increased customer satisfaction and loyalty to their brands.
Q&A: Exploring Taste and Trust in Durian Outlets in Medan Pandemic

In our previous article, we explored the factors that influence durian purchasing decisions in Medan during the pandemic era. We analyzed consumer preferences using a multi-attribute Fishbein model and identified the key attributes that influence consumer behavior. In this Q&A article, we will answer some of the most frequently asked questions about our study and provide additional insights into the world of durian marketing.

Q: What is the Fishbein model, and how does it relate to durian marketing?

A: The Fishbein model is a multi-attribute model that helps to understand consumer behavior by analyzing the factors that influence purchasing decisions. In the context of durian marketing, the Fishbein model helps to identify the key attributes that influence consumer behavior, such as price, appearance, and packaging.

Q: What are the key attributes that influence consumer behavior in durian marketing?

A: Our study identified the following key attributes that influence consumer behavior in durian marketing:

  1. Price: Consumers are more concerned with affordable prices and in accordance with the quality of the durian offered.
  2. Appearance: Durian with an attractive physical appearance, such as skin color and good shape, preferred by consumers.
  3. Packaging: Practical and hygienic packaging is an added value for consumers.
  4. Taste: Tasty and according to consumer tastes are the top priority.
  5. Service: Fast, friendly, and informative service affects consumer experience.

Q: How can durian business owners in Medan improve their marketing strategies to meet the changing needs of consumers?

A: Our study provides several recommendations for durian business owners in Medan to improve their marketing strategies:

  1. Improve Durian Quality: Prioritize improving the quality of durian products to meet the changing needs of consumers.
  2. Competitive Pricing: Adjust pricing strategies to be more competitive and comparable to the quality of products.
  3. Friendly and Informative Service: Prioritize providing friendly and informative service to customers to increase customer satisfaction and build loyalty to brands.
  4. Emphasis on Cleanliness and Food Safety: Emphasize the importance of cleanliness and food safety in handling and packaging of durian products.

Q: What are the implications of our study for durian business owners in Medan?

A: Our study provides valuable insights into the factors that influence durian purchasing decisions in Medan during the pandemic era. By understanding consumer preferences, durian business owners can improve their marketing strategies and strengthen their position in the market, ultimately leading to increased customer satisfaction and loyalty to their brands.

Q: How can consumers in Medan make informed purchasing decisions when buying durian?

A: Consumers in Medan can make informed purchasing decisions by considering the following factors:

  1. Price: Compare prices and quality of durian products.
  2. Appearance: Choose durian with attractive physical appearance.
  3. Packaging: Opt for practical and hygienic packaging.
  4. Taste: Prioritize tasty and according to consumer tastes.
  5. Service: Choose durian outlets with fast, friendly, and informative service.

By understanding consumer preferences and adapting marketing strategies to meet the changing needs of consumers, durian business owners in Medan can improve their competitiveness and increase customer satisfaction.