Karakteristik Pola Konsumsi Masyarakat Pedesaan dan Perkotaan: Studi Kasus di Desa Tanjung Gusta dan Kecamatan Medan Sunggal, Provinsi Sumatera Utara

Indonesia

Abstract

People’s consumption patterns can vary significantly between regions and cities because they can affect the way people consume. This study aims to analyze the characteristics of community consumption patterns in rural and urban areas. This research was conducted in Tanjung Gusta Village, Deli Serdang Regency and Medan Sunggal Sub-district, Medan City, North Sumatra Province. This research is a qualitative research with a case study approach. The results showed that 1) the background of residence cannot be the main factor in determining people’s consumption patterns.2) the proportion of expenditure of rural communities tends to be higher in the food sector while urban communities tend to be  in the non-food sector. 3) income and the price of a product greatly affect the consumption patterns of rural and urban communities. 4)social interactions such as recommending goods or products can sometimes lead to differences in influencing the consumption patterns of rural and urban communities.