ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PERMINTAAN PECEL LELE DI KALANGAN  MAHASISWA FEB UNSOED

Sena Sehan Ramadhan; Diah Setyorini Gunawan; Pahrul Fauzi

Sena Sehan Ramadhan Fakultas Ekonomi dan Bisnis Universitas Jenderal Soedirman
Diah Setyorini Gunawan Fakultas Ekonomi dan Bisnis Universitas Jenderal Soedirman
Pahrul Fauzi Fakultas Ekonomi dan Bisnis Universitas Jenderal Soedirman

Keywords: Demand of Pecel Lele, Price of Pecel Lele, Price of Substituted Food, Income, Value of Trust

Abstract

The purpose of this study was to analyze the effect of pecel lele prices, substitute food prices, income, and trust values on pecel lele demand, and to find out which variables had the most influence on pecel lele demand among FEB Unsoed students. This study is a quantitative study using primary data obtained from interviews and questionnaires. The sampling method used purposive sampling technique. The sample in this study was FEB Unsoed students as many as 97 respondents who were obtained using the Taro Yamane formula. The criteria determined are active students of FEB Unsoed class 2018-2020 who have or often bought pecel lele. The data analysis technique used is multiple linear regression analysis which is processed and tested using IBM SPSS Statistic 25. The results of this study indicate that: (1) The price of pecel lele, the price of substitute food, and income have a positive and significant effect on the demand for pecel lele among FEB Unsoed students, (2) There is no influence of trust value on the demand for pecel lele among FEB Unsoed students, and (3) The price of substitute food is the variable that most influences the demand for pecel lele among FEB Unsoed students.