Analisis preferensi dan keputusan pembelian konsumen buah pada generasi y (kasus ritel modern dan ritel tradisional kota bogor)

Fruit is a product that has characteristics with other products. Fruit Included in the category of products that are perisable or easily damaged. Fruit sales are currently dominated by direct sales, where consumers come to the location Dominant consumers prefer to visit the two fresh fruit shopping places that are common in Indonesia or in Bogor, namely in modern retail or traditional retail. to buy fruit commodities researchers are looking for information on what factors make the two categories of places a favorite place to visit when purchasing local or imported fruit. The issue of low allocation of funds to buy fruits which only amounted to 3-4 percent of total expenditure and changes in the character of consumption due to changes in generation can also influence business activities in the retail industry. At present, both traditional and modern retailers are faced with Generation Y which has different characteristics from the previous generation related to Preferences and purchasing decisions. Generation Y is the generation with the largest population to be the target market in the city of Bogor with 34 percent of the total population of Bogor City. Therefore it is necessary to study Y Generation consumption patterns, especially related to Preferences and Purchasing Decisions of that generation. This study aims to Analyze the influence of Personal Factors, Ethnocentrism, Reference Group, Place, Price and Product Quality, namely Having an influence on Generation Y related to fruit purchasing preferences and decisions to make recommendations for modern and traditional retail fruit entrepreneurs. Data was collected using a questionnaire given to 150 fruit consumers from modern retailers and 150 fruit consumers from traditional retailers. The total questionnaire was 300 for the distribution of data to be made as a comparison of Generation Y purchasing decisions from the two commonly visited fruit shopping places. Data Analysis Using Descriptive and Partial Least Square (PLS) Analysis. The results showed that in the Modern Retail the influence of the Reference Group and Ethnocentrism had a positive effect and had the greatest influence on the preference of local and imported fruits on fruit shopping at modern or traditional fruit retailers in Generation Y and Product Quality and prices negatively affecting Y Generation Preferences for Shop for fruit in Modern retail. while Personal Factors and places have a negative effect on Y Generation Preferences for shopping for fruit in Traditional Retail. From modern and traditional fruit retailing Consumer Preferences have a positive and very significant effect on fruit purchasing decisions