PERILAKU KONSUMEN AYAM PEDAGING DI TENGAH PANDEMI COVID 19 DI PASAR SENTRAL INPRES MANONDA KOTA PALU

SUMMARY
SITI SUFINI ADRANI (O 121 15 123) Broiler Consumer Behavior in the Midst of the Covid 19 Pandemic at Manonda Central Inpres Market in Palu City (under the guidance of Dr. Ir. Yudi Mujayin, M.P and Ir. Hj. Andi Jauhar, M.Sc).
The consumer's decision to buy chicken meat is influenced by the various attributes of the supply of chicken meat at the Manonda Presidential Instruction, Palu City. Consumers want chicken meat according to their preferences. Two factors influence consumer decision making in making purchases, namely internal factors and external factors (Assael, 1992.) This study aims to determine consumer behavior in purchasing chicken meat at the Manonda Inpres Market, Palu City. The research method was carried out by surveys and interviews. Determination of the sample used in this study is a purposive sampling method (deliberately) and to determine the number of respondents as a sample using the slovin formula as a respondent.
The analysis used is Multiattribute Analysis and Multiple Linear Regression Analysis. The results showed that the magnitude of the respondent's attitude index.
Keywords: Chicken Meat, Consumer Behavior, Traditional Markets