Characteristics of Watermelon Fruit Consumers in Mardika Traditional Market and in Foodmart Fresh Ambon plaza Modern Market

Venita  Reviana Imnana; Martha Turukay; Tienni Mariana Simanjorang

doi:10.98765/apjbet.v4i01.229

Venita Reviana Imnana Agribusiness Study Program, Faculty of Agriculture, Pattimura University Ambon
Martha Turukay Agribusiness Study Program, Faculty of Agriculture, Pattimura University Ambon
Tienni Mariana Simanjorang Agribusiness Study Program, Faculty of Agriculture, Pattimura University Ambon

DOI: https://doi.org/10.98765/apjbet.v4i01.229

Keywords: Consumer characteristics, watermelon

Abstract

The purpose of this study was to determine the characteristics of watermelon fruit consumers based on consumer preferences for purchasing watermelon fruit in the traditional mardika market and the Foodmart Fresh Ambon Plaza modern market. The research method used is descriptive analytic with Likert scale analysis tool. The sampling method is purposive sampling technique. The number of respondents in this study were 100 people who were taken using quota sampling technique, 50 respondents in the traditional mardika market and 50 respondents in the modern foodmart fresh amplaz market. The results showed that the characteristics of watermelon fruit consumers in the traditional mardika market and the modern foodmart fresh amplaz market based on gender were dominated by women, aged 30-49 years, consumer education in the traditional mardika market was dominated by high school graduates, with a dominating occupation, who worked as private employees and housewives while in the modern foodmart fresh market was dominated by college graduates, who worked as civil servants, had incomes above 4.000,000, have 4-5 family members, who have made purchases more than 4 times, and have consuming experience for 1 year in the traditional mardika market and more than 2 years in the modern foodmart fresh amplaz market.

Keywords: Consumer characteristics, watermelon.