SUMMARY
ENGLISHChicken meat has a significant role to fulfill community nutrition needs, especially animal protein. The study aimed to describe the charactheristic of consumers and the decision making process of purchasing broiler chicken meat and to analyze the influencing factors on consumer decisions in chicken meat broiler purchase at Puri Traditional Market, Pati District. The factors were analyzed in this study are cultural, social, personal, price, quality and location. Data collection was carried out in March-April 2021, located in Pasar Puri, Pati District. The number of sample was 100 people whom were chosen through accidental sampling method. The data were collected through observation, questionnaires and interviews. Then they were analyzed using multiple linear regressions. The results of the study were (1) Majority samples were women aged 17-25 years old; (2) Most of them have finished high school or bachelor degree and worked as enterprisers. The monthly expense for broiler chicken meat ranged Rp100.000,00 to Rp500.000,00; (2) simultaneously, cultural, social, personal, price, product quality, and location factors had significant effects on consumer decisions in broiler chicken meat purchases; (3) meanwhile the factors partially influenced the consumer behaviours were social factors, price, product quality, and location. INDONESIADaging ayam berperan penting dalam pemenuhan gizi masyarakat, khususnya protein hewani. Konsumsi daging ayam yang relatif masih rendah dipengaruhi oleh beberapa faktor. Tujuan penelitian ini adalah menggambarkan karakteristik konsumen dan proses pengambilan keputusan pembelian daging ayam broiler dan menganalisis pengaruh faktor budaya, sosial, pribadi, harga, kualitas, dan lokasi terhadap keputusan konsumen saat membeli daging ayam broiler di Pasar Tradisional Puri, Kecamatan Pati, Kabupaten Pati. Pengambilan data dilaksanakan pada bulan Maret-April 2021. Sampel penelitian berjumlah 100 orang yang dipilih dengan metode aksidental. Pengumpulan data dilakukan melalui observasi, penyebaran kuesioner, dan wawancara. Data yang diperoleh selanjutnya dianalisis menggunakan uji regresi linear berganda. Hasil penelitian menunjukkan (1) Responden penelitian didominasi oleh perempuan yang berusia 17-25 tahun. Tingkat pendidikan sebagian besar responden adalah SMA dan S1 dengan pekerjaan wiraswasta. Sebagian besar responden mengeluarkan biaya Rp100.000,00 hingga Rp500.000,00 untuk membeli daging ayam setiap bulannya; (2) Secara simultan faktor budaya, sosial, pribadi, harga, kualitas produk dan lokasi berpengaruh sangat nyata terhadap keputusan konsumen dalam pembelian daging ayam broiler ; (3) sementara itu, secara parsial faktor yang berpengaruh adalah faktor sosial, harga, kualitas produk, dan lokasi.