Faktor Dominan Dipertimbangkan Konsumen Rumah Tangga Dalam Keputusan Pembelian Beras Di Pasar Baru Arengka kota Pekanbaru Provinsi Riau

The Dominant Factor Considered Household Consumer in Decision Buying Rice in the Pasar Baru Arengka Pekanbaru City Riau Province This study aims to determine the characteristics of rice consumers and sellers, the profile of rice stalls, the dominant factor which household consumers consider in Decision buying rice, and to develop a rice marketing strategy in the Pasar Baru Arengka, Pekanbaru City. The research method was conducted using a survey method. The research location was determined purposively where the population were all rice consumers and sellers in the Pasar Baru Arengka, Pekanbaru. The sampling technique used for rice consumer respondents was accidental sampling, while for rice seller respondents used purposive sampling technique. The analysis method used in this research is factor analysis. The data used in this study consisted of primary and secondary data. The results of the factor analysis shows that there are 7 factors formed in purchasing rice in the Pasar Baru Arengka: (1) Product Quality, Location, and Social Factors which consists of variables taste, friendliness of seller, promotion integrity, strategic stall location, rice hygiene; (2) Lifestyle and Habit factors which consists of variables varieties and brand; (3) Process and Smell factors which consists of variables mesure honesty and scent; (4) Situation, condition and shape of grain rice factors which consists of variables discount, market security, grain shape; (5) Service factor which consists of variables seller dexterity and seller appearance; (6) Hygiene and Access of Stall factors which consists of variables stall cleanliness and acces to stall; (7) The Atmospheric factor formed by variable stall physical appearance. The most dominant considered factors in purchasing rice in the Pasar Baru Arengka are product quality, location, and social factors which can be explained by the total variance of 20,996%. The rice marketing strategy in the Pasar Baru Arengka, Pekanbaru is to prioritize the strategy of the dominant considered factors by consumers in purchasing rice, namely product quality, location, and social factors. These factors are formed by 5 variables (taste, seller friendliness, integrity of promotion, strategic location of the stall, and stall cleanliness)