ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PERMINTAAN KONSUMEN IKAN BANDENG DI KECAMATAN PABEAN CANTIAN KOTA SURABAYA

Abstract

 This research aims to analyze the factors affecting consumer demand for milkfish in Pabean Cantian District, Surabaya City. Factors studied include the price of milkfish, the number of family members, and household income. The research method used is quantitative with a causal associative approach, where data is collected through questionnaires distributed to 100 respondents who are consumers of milkfish in the research area. Hasil analisis menunjukkan bahwa harga ikan bandeng berpengaruh positif signifikan terhadap permintaan, dengan koefisien regresi sebesar 0,638, yang mengindikasikan bahwa kenaikan harga dapat meningkatkan persepsi kualitas dan mendorong keputusan pembelian. Jumlah anggota keluarga juga menunjukkan pengaruh positif terhadap permintaan, meskipun tidak signifikan secara statistik, dengan koefisien regresi 0,021. This indicates that the more family members there are, the greater the demand for milkfish consumption. Meanwhile, household income significantly affects demand, with a regression coefficient of 0.302, indicating that higher income increases consumer purchasing power. Secara keseluruhan, penelitian ini menyimpulkan bahwa harga, jumlah anggota keluarga, dan pendapatan secara simultan berpengaruh terhadap permintaan ikan bandeng di Kecamatan Pabean Cantian, dengan kontribusi yang signifikan dari harga dan pendapatan. The results of this study are expected to provide insights for producers and marketers of milkfish to develop more effective and responsive marketing strategies to consumer needs.