Karakteristik Konsumen terhadap Minat Beli Rujak Simpang Jodoh, Desa Bandar Klippa Kecamatan Percut Sei Tuan Kabupaten Deli Serdang

Abstract

Penelitian ini berfokus pada karakteristik konsumen dan minat beli Rujak Simpang Jodoh di Pasar 7, Kabupaten Deli Serdang. Dengan semakin ketatnya persaingan di dunia kuliner, penting untuk memahami perilaku konsumen terhadap kuliner tradisional agar tetap kompetitif. Penelitian ini menggunakan metode wawancara mendalam dengan responden yang dipilih secara accidental sampling. Data dikumpulkan dari 54 responden yang berusia di atas 17 tahun dan telah membeli Rujak Simpang Jodoh lebih dari satu kali. Teknik analisis data yang digunakan adalah analisis deskriptif kualitatif. Berdasarkan Karakteristik Konsumen Rujak Simpang Jodoh berdasarkan usia lebih dari 30 tahun, jenis kelamin perempuan, status pernikahan yang sudah menikah, Pendidikan S1 hingga S3, Pekerjaan wiraswasta, dan memiliki penghasilan 2-5 juta. Hasil penelitian juga menunjukkan bahwa minat beli konsumen rujak di Simpang Jodoh disebabkan keragaman pilihan buah sesuai dengan preferensi, rekomendasi dari teman dan pengalaman pribadi. kebutuhan akan konsumsi buah segar, keamanan serta kebersihan tempat penjualan, dan kesadaran akan kandungan vitamin dalam buah serta bumbu rujak yang lezat menjadi alasan penting konsumen membeli rujak. This research focuses on consumer characteristics and buying interest in Rujak Simpang Jodoh at Pasar 7, Deli Serdang Regency. With increasingly fierce competition in the culinary world, it is important to understand consumer behavior towards traditional culinary delights in order to remain competitive. This research uses an in-depth interview method with respondents selected by accidental sampling. Data was collected from 54 respondents who were over 17 years old and had purchased Rujak Simpang Jodoh more than once. The data analysis technique used is qualitative descriptive analysis. Based on the characteristics of Rujak Simpang Jodoh consumers based on age more than 30 years, female gender, married marital status, S1 to S3 education, self-employed work, and having an income of 2-5 million. The research results also show that consumer interest in buying rujak in Simpang Jodoh is due to the diversity of fruit choices according to preferences, recommendations from friends and personal experience. The need to consume fresh fruit, safety and cleanliness of sales places, and awareness of the vitamin content in fruit and delicious rujak spices are important reasons for consumers to buy rujak.