ANALYSIS OF FACTORS AFFECTING THE CONSUMER SATISFACTION LEVEL OF RED RICE IN MEDAN BARU DISTRICT

Abstract

Brown rice is a healthier source of fat compared to white rice. However, there are still many people who consume brown rice everyday. In this study an analysis of the influence of factors affecting consumers will be conducted. The independent variables offered are price, taste, approval, packaging, efficacy and perception with variables that can be accepted by consumers. This research uses multiple linear regression test.