Preferensi dan Perilaku Konsumen Rumah Tangga dalam Pengelolaan Makanan dan Pakaian
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Abstract
Keluarga berperan sebagai unit penting dalam sistem produksi dan konsumsi. Seiring dengan pola konsumsi rumah tangga semakin kompleks karena gaya hidup yang berubah, urbanisasi, dan meningkatnya akses ke berbagai jenis ritel modern dan tradisional, penelitian ini bertujuan untuk memberikan gambaran dan analisis terkait pengelolaan inventaris pada keluarga inti sebagai kajian tentang perilaku konsumen yang secara erat terkait dengan proses pengambilan keputusan dalam keluarga. Pendekatan kualitatif deskriptif digunakan dalam studi ini, dengan pengumpulan data dilakukan melalui wawancara semi-terstruktur kepada tujuh keluarga yang dipilih secara purposive. Hasil penelitian menunjukkan bahwa keputusan pembelian keluarga didominasi oleh peran ibu, khususnya dalam kebutuhan sehari-hari. Pada pembelian pakaian, terdapat peran individu yang. Kondisi ekonomi memiliki pengaruh kuat dalam pembelanjaan bahan makanan pada keluarga. Pada disposisi produk, sebagian besar keluarga akan membuang makanan yang sudah tidak layak dan memberikan kepada pihak lain jika makanan masih layak. Sedangkan dalam hal pakaian, keluarga akan memberikan pakaian yang masih layak pakai kepada pihak lain dan menumpuknya digudang jika pakaian sudah tidak layak pakai. Temuan ini menunjukkan bahwa rumah tangga memiliki dinamika perilaku yang kompleks sehingga memerlukan pendekatan yang lebih sesuai.
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