Analisis Permintaan Produk Bawang Merah pada Konsumen Rumah Tangga di Pasar Tradisional Kabupaten Blora

Abstract

Price fluctuations and the high level of shallot consumption as a strategic horticultural commodity make demand analysis essential to understand household consumer behavior in traditional markets. This study aims to analyze the factors affecting household consumer demand for shallots in traditional markets of Blora Regency and to examine their demand elasticity. The research was conducted from November to December 2025 in three traditional markets of Blora Regency, namely Jepon Market, Sido Makmur Market, and Ngawen Market. The study employed a survey method with a sample of 90 respondents selected using quota sampling and accidental sampling techniques. The data consisted of primary data collected through direct interviews using questionnaires and secondary data obtained from relevant institutions. The analytical methods used were multiple linear regression and elasticity analysis. The results indicate that, simultaneously, the variables of shallot price, onion (bombay onion) price, number of household members, household income, purchase frequency, and market location have a significant effect on shallot demand. Partially, the number of household members, household income, and purchase frequency significantly influence shallot demand, while shallot price, onion price, and market location do not have a significant effect. The elasticity analysis shows that the price elasticity of shallots is 0.2425, indicating inelastic demand; the cross-price elasticity with onion prices is positive at 0.5808, indicating a substitute relationship; and the income elasticity is 0.147, indicating that shallots are a normal good.