ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PERMINTAAN JERUK PAMELO (Citrus grandis) DI KABUPATEN PATI

Abstract

ABSTRACT This research aims to determine the effect of variable pomelo prices, the price of starfruits, the price of mangosteen, household income of consumers, family size of consumers, and the taste of consumers that affect the demand of pomelo, and then to analyze the demand elasticity of pomelo in Pati regency. This research was carried out in July to August 2017. The research location determined by purposive at sales center of pomelo in sub-district Gembong, Pati regency. This research was used survey method with 62 people who consume the pomelo taken by accidental sampling. The data analytical method used multiple linier regression. The result showed that the variable of pomelo price (X1), the price of starfruits (X2), the price of mangosteen (X3), household income of consumers (X4), family size of consumers (X5), and the taste of consumers (X6) simultaneously have real effect on the demand of pomelo in Pati regency. Partially the variable of pomelo price (X1), household income of consumers (X4), family size of consumers (X5), and the taste of consumers (X6) have real effect on the demand of pomelo in Pati regency. The variable of price of starfruits (X2) and the price of mangosteen (X3) have no real effect on the demand of pomelo in Pati regency. The demand elasticity of price -1.106,57 shows that price elasticity is inelastic. The income of elasticity 243.968, cross elasticity of strarfruit 563,84 and cross elasticity of mangosteen -953,12. Keywords: factor, elasticity, demand, pomelo.