FACTORS AFFECTING CONSUMER DEMAND ON ORANGE FRUIT IN PANTAI BUAYA, LANGKAT, INDONESIA

Abstract

This article aims to analyze the effect of prices, income and tastes on consumer demand for orange fruits in Pantai Buaya, Besitang District, Langkat Regency, Indonesia. A total of 80 respondents were taken by simple random sampling and then analyzed using multiple linear regression analysis techniques. The results show that partially the price influences the demand for orange fruits, while income and tastes partially do not affect the consumer demand for orange fruits in Pantai Buaya. Price, income and taste together affect the demand for orange fruits by 8.7%, the rest is influenced by other variables not included in this study. Orange traders are advised to evaluate the pricing so it is expected that with the right pricing strategy, consumers are more interested in buying. Further researchers are advised to include other variables such as promotion, distribution, product/service quality, increase the number of samples and expand the area of research so research results can be generalized