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Analisis Preferensi Konsumen Terhadap Buah Jeruk Lokal perpustakaan.uns.ac.id digilib.uns.ac.id ANALISIS PREFERENSI KONSUMEN TERHADAP BUAH JERUK LOKAL DAN BUAH JERUK IMPOR DI KABUPATEN KUDUS Skripsi Oleh : ISNI YUNIAR RISKA H0808113 FAKULTAS PERTANIAN UNIVERSITAS SEBELAS MARET SURAKARTA 2012 commit to user i perpustakaan.uns.ac.id digilib.uns.ac.id ANALISIS PREFERENSI KONSUMEN TERHADAP BUAH JERUK LOKAL DAN BUAH JERUK IMPOR DI KABUPATEN KUDUS Skripsi Untuk memenuhi sebagian persyaratan guna memperoleh derajat S1 Pertanian di Fakultas Pertanian Universitas Sebelas Maret Program Studi Agribisnis Oleh : ISNI YUNIAR RISKA H0808113 FAKULTAS PERTANIAN UNIVERSITAS SEBELAS MARET SURAKARTA 2012 commit to user ii perpustakaan.uns.ac.id digilib.uns.ac.id ANALISIS PREFERENSI KONSUMEN TERHADAP BUAH JERUK LOKAL DAN BUAH JERUK IMPOR DI KABUPATEN KUDUS Yang dipersiapkan dan disusun oleh : Isni Yuniar Riska H0808113 Telah dipertahankan di depan Dewan Penguji pada tanggal : dan dinyatakan telah memenuhi syarat Susunan Dewan Penguji Ketua Anggota I Anggota II Ir. Sugiharti Mulya H, MP D. Padmaningrum, SP. MSi Mei Tri Sundari, SP. MSi NIP: 196506261990032001 NIP: 1972091519907022001 NIP: 197805032005012002 Surakarta, Mengetahui, Universitas Sebelas Maret Fakultas Pertanian Dekan Prof. Dr. Ir. Bambang Pujiasmanto, M.S. NIP. 19560225 198601 1 001 commit to user iii perpustakaan.uns.ac.id digilib.uns.ac.id KATA PENGANTAR Puji syukur Alhamdulillah penulis panjatkan kehadirat Allah SWT atas limpahan rahmat, taufiq dan hidayah-Nya sehingga penulis dapat menyelesaikan penyusunan skripsi dengan judul “Analisis Preferensi Konsumen Terhadap Buah Jeruk Lokal dan Buah Jeruk Impor di Kabuapten Kudus” sebagai salah satu persyaratan dalam memperoleh gelar Sarjana Pertanian di Fakultas Pertanian Universitas Sebelas Maret Surakarta. Penyusunan skripsi ini tidak terlepas dari bantuan berbagai pihak. Oleh karena itu, penulis mengucapkan terima kasih kepada: 1. Bapak Prof. Dr. Ir. Bambang Pujiasmanto, M.S. selaku Dekan Fakultas Pertanian Universitas Sebelas Maret Surakarta. 2. Bapak Dr. Ir. Mohd. Harisudin, M.Si selaku Ketua Program Studi Agribisnis Fakultas Pertanian Universitas Sebelas Maret Surakarta. 3. Ibu Nuning Setyowati, SP. M.Sc selaku Ketua Komisi Sarjana Program Studi Agribisnis Fakultas Pertanian Universitas Sebelas Maret Surakarta. 4. Ibu Ir. Sugiharti Mulya H, MP selaku Pembimbing Utama yang telah memberikan bimbingan, arahan, masukan dan motivasi bagi Penulis selama penulisan skripsi. 5. Ibu D. Padmaningrum, SP. MSi selaku Pembimbing Pendamping yang telah memberikan bimbingan dan masukan dalam penulisan skripsi ini sekaligus sebagai Pembimbing Akademik yang telah memberikan saran dan masukan selama studi di Fakultas Pertanian Universitas Sebelas Maret Surakarta. 6. Ibu Mei Tri Sundari, SP. MSi selaku Dosen Penguji Tamu yang telah banyak memberikan kritik, saran, serta, masukan yang berguna dalam penyusunan skripsi ini. 7. Bapak dan Ibu Dosen beserta staf Program Studi Agribisnis dan Fakultas Pertanian Universitas Sebelas Maret Surakarta atas ilmu dan pelayanan yang telah diberikan dan bantuannya selama masa perkuliahan Penulis di Fakultas Pertanian Universitas Sebelas Maret Surakarta. commit to user iv perpustakaan.uns.ac.id digilib.uns.ac.id 8. Kepala Kantor Kesatuan Bangsa dan Perlindungan Masyarakat; Badan Perencanaan Pembangunan Daerah; Dinas Pertanian; Dinas Perdagangan dan Pengelolaan Pasar; Badan Pusat Statistik di Kabupaten Kudus yang telah memberikan ijin dan data-data penelitian. 9. Keluarga Penulis, Ibu Mahmudah, Bapak Ahmadi, Mbak Amrina H, Adik Ivan Akmal U, Adik Amri Surya N, yang senantiasa memberi cinta dan kasih sayang kepada Penulis, arahan, masukan, motivasi, waktu serta doanya, terima kasih untuk semuanya. Senyum kalian adalah semangat buatku 10. Keluarga besar dan teman-teman Bursa Mahasiswa FP UNS, Kamagrista FP UNS, terima kasih bersedia berbagi ilmu dan pengalaman yang dahsyat. 11. Keluarga besar Agribisnis angkatan 2008, yang telah berjuang bersama, yang tidak dapat disebutkan satu per satu, terima kasih atas kebersamaannya selama kuliah ini. Semoga kesuksesan selalu bersama kita. Amin ya Rabb. 12. Teman-temanku Endah Maharani, Funida R, Selly F, Ning JF yang telah memberikan semangat, motivasi, dan senantiasa menguatkanku dalam meraih mimpi. Jangan pernah menyerah menggapai setiap mimpimu teman! 13. Teman-teman seperjuangan Elin, Ema, Fitri, Dwi, Hariyani, Dhewa, Ida Bagus, Machalie, Sidiq, Fatahu,Tata, Hendra yang selalu ada saat suka dan duka, dan sekaligus sebagai keluarga keduaku di kota perantauan ini. 14. Teman-teman Kos Filantropi dan Kos Safir yang telah menemani hidupku selama ini. 15. Semua pihak yang telah membantu kelancaran proses penelitian dan penyelesaian skripsi ini, yang tidak dapat Penulis sebutkan satu per satu, terima kasih atas bantuannya selama ini. Penulis menyadari bahwa tulisan ini masih jauh dari sempurna. Untuk itu penulis memohon maaf atas segala kekurangan dan keterbatasan penulis serta mengharap kritik dan saran yang membangun. Sebagai penutup semoga skripsi ini dapat bermanfaat bagi pembaca. Surakarta, Oktober 2012 Penulis commit to user v perpustakaan.uns.ac.id digilib.uns.ac.id DAFTAR ISI Halaman HALAMAN JUDUL .......................................................................................... i HALAMAN PENGESAHAN .......................................................................... iii KATA PENGANTAR ....................................................................................... iv DAFTAR ISI ....................................................................................................... vi DAFTAR TABEL .............................................................................................. viii DAFTAR GAMBAR ......................................................................................... x DAFTAR LAMPIRAN ..................................................................................... xi RINGKASAN ...................................................................................................... xii SUMMARY ........................................................................................................ xiii I. PENDAHULUAN ........................................................................................ 1 A. Latar Belakang ........................................................................................ 1 B. Perumusan Masalah ................................................................................ 5 C. Tujuan Penelitian .................................................................................... 7 D. Kegunaan Penelitian ............................................................................... 7 II. LANDASAN TEORI .................................................................................. 8 A. Penelitian Terdahulu ............................................................................... 8 B. Tinjauan Pustaka ..................................................................................... 10 C. Kerangka Teori Pendekatan Masalah .................................................... 23 D. Asumsi-asumsi ........................................................................................ 26 E. Hipotesis .................................................................................................. 26 F. Pembatasan Masalah ............................................................................... 26 G. Definisi Operasional dan Konsep Pengukuran Variabel ....................... 27 III. METODE PENELITIAN ........................................................................... 29 A. Metode Dasar Penelitian ......................................................................... 29 B. Metode Penentuan Lokasi ...................................................................... 29 C. Jenis dan Sumber Data ........................................................................... 33 D. Teknik Pengumpulan Data ...................................................................... 33 E. Metode Analisis Data ............................................................................. 34 1. Analisis Chi Square ........................................................................... 34 2. Analisis Multi Atribut Fishbein ........................................................ 36 IV. KONDISI UMUM DAERAH PENELITIAN ......................................... 39 A. Keadaan Geografis ................................................................................. 39 B. Keadaan Penduduk ................................................................................. 40 1. Jumlah dan Kepadatan Penduduk ..................................................... 40 2. Keadaan Penduduk Menurut Jenis Kelamin .................................... 41 3. Keadaan Penduduk Menurut Kelompok Umur ............................... 42 4. Keadaan Penduduk Menurut Tingkat Pendidikan ........................... 43 5. Keadaan Penduduk Menurut Lapangan Usaha Utama.................... 44 C. Keadaan Sarana Perekonomian............................................................... 45 V. HASIL PENELITIAN DAN PEMBAHASAN ....................................... 47 A. Hasil Penelitian ....................................................................................... 47 commit to user vi perpustakaan.uns.ac.id digilib.uns.ac.id 1. Karakteristik Responden ................................................................... 47 2. Perilaku Pembelian Konsumen ......................................................... 53 3. Preferensi Konsumen Terhadap Atribut-Atribut
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