A QUALITATIVE STUDY OF HOUSEWIVES' CONSUMER BEHAVIOR TOWARDS THE INCREASE IN COOKING OIL PRICES IN SERANG IN 2024
Main Article Content
Edi Sumatirta
Irsyad Thalib Abdillah
Febri Ana
This study aims to explore the impact of rising cooking oil prices on consumer behavior, particularly among housewives in Serang City in 2024. The significant price increase during this period triggered various changes in consumption patterns and household financial management strategies. Using a descriptive qualitative approach using survey and interview methods, this study found that the majority of respondents experienced consumption adjustments, such as reducing the frequency of cooking oil use, switching to cheaper brands, and increasing efficiency in monthly shopping. This study shows that consumer behavior is highly responsive to fluctuations in the prices of basic necessities and emphasizes the importance of household economic literacy as a form of preparedness for price crises. The results of this study can be used as a reference in making food policies and strengthening the role of housewives as family economic managers.
Central Statistics Agency. (2023). Statistics on prices of basic necessities in Banten Province.https://www.bps.go.idDataboks. (2024, July). The price of national packaged cooking oil rose 6.4% in the past week.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior. Dryden Press.
EsPos Ekonomi. (2024, November). November opened with an increase in the price of bulk cooking oil. https://ekonomi.espos.id/november-dibuka-dengan-kenaikan-harga-minyak-goreng-curah-2021425?utm
Goodstats. (2024, July) Still not going down, this is the price of cooking oil until July 2024. https://goodstats.id/article/tak-kunjung-turun-inilah-harga-minyak-goreng-sampai-juli-2024-w4dvp?utm
Kotler, P., & Keller, KL (2022). Marketing Management (16th ed), Pearson.
Lestari, RA (2022). “The impact of rising cooking oil prices on household consumption” Journal of Economics and Development, 20(1), 45-53.
Miles, M.B., Huberman, A.M., & Saldana, J. (2020). Qualitative Data Analysis : A Methods sourcebook (4th ed.). Sage publications.
Schiffman, LG, & Wisenblit, J.. (2019) Consumer behavior (12th ed.). Pearson.
Solomon, M.R. (2020). Consumer behavior : Buying, Having, and being (13th ed.). Pearson education.
Sugiyono. (2021). Qualitative, quantitative, and R&D research methods. Alfabeta.
Widodo, H. & Sari, M. (2021). “Consumer behavior towards changes in the prices of basic necessities.” Indonesian Consumer Journal, 9(2), 112-120.
