Analyze Consumer Purchase Decisions Purebred Chicken Meat in Banjarbaru City: Factor Analysis Approach

Purebred chicken meat is the most consumed meat by the public among other types of protein. Purebred chicken meat is very easy to find on the market. In addition to the affordable price, purebred chicken meat is easy to process for various dishes used at home. This study aims to analyze the characteristics of purebred chicken meat consumers in Banjarbaru City and analyze the factors that affect the decision to purchase purebred chicken meat in Banjarbaru City. The research uses primary and secondary data. Primary data is taken from consumers who buy purebred chicken meat in the market. Secondary data was taken from the Central Statistics Agency of South Kalimantan Province and the South Kalimantan Plantation and Livestock Office. Factor analysis was used to see the correlation between variables; namely, as many as 28 variables were used to see the correlation. The results of the study show that most consumers are women (85.93%), with housewives as the most buyers (30%) in the age range of 21–30 years, the last education is high school/equivalent (50%), with the highest expenditure of <Rp 2,000,000 (50%). The frequency of chicken meat purchases on weekdays and holidays occurred 2–4 times (68.33%) and (50.83%). The decision to buy purebred chicken meat in the city of Banjarbaru is influenced by four factors, namely quality of service with an eigenvalue of 10.190 (36.39%), location factors with eigenvalues of 4.872 (17.40%), meat quality factors of 2.627 (9.38%) and price factors with eigenvalues of 1.854 (6.62%), which are combined (cumulative eigenvalues) to 69.79% explained about these four factors while 30.21% explained by factors outside the service (quality of service), location, meat quality and price.