Demand Factors Analysis of Catfish Products (A Case Study of Mr. Sumar Catfish Salad Stall in Ujungberung Subdistrict, Bandung City, Indonesia)

This study aims to analyze the demand and the factors that influence the demand for processed catfish products at Mr. Sumar Catfish Salad Stall in Ujungberung Subdistrict, Bandung City. This research was conducted in September 2021. The method used is a quantitative descriptive method using primary and secondary data. The sampling technique used in this study is accidental sampling, a sampling technique of respondents by chance who met directly with researchers at the research location and were used as data sources. The number of respondents in this study amounted to 100 people. Based on the results of the correlation test, there are results that the correlation coefficient value is 0.97 (close to 1), meaning that there is a relationship between the price of catfish salad, consumer tastes, and business location on demand for catfish salad in Mr. Sumar Catfish Salad Stall in Ujungberung Subdistrict, Bandung City. The results of the T-Test and F-Test also illustrate that all independent variables have a partial and simultaneous effect on the dependent variable. The results of multiple linear regression analysis stated that if there were a decrease in the price of catfish pecel by 1 unit, then the demand for catfish salad would increase by 0.094 units. Because of the minus value of the regression coefficient, the relationship between the price of catfish salad and catfish salad demand is not in the same direction. On the other hand, the relationship between consumer tastes and business location on demand for catfish salad is unidirectional because the regression coefficient value is positive. So if consumer tastes increase by 1 unit, then the demand for catfish pecel will increase by 0.072 units, and also if the business location increases by 1 unit, then the demand for catfish salad will increase by 0.092 units.