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This study aims to analyze and compare the price responsiveness of broiler chicken meat and native chicken meat in relation to household consumption patterns in Tarogong Kidul District, Garut Regency. A quantitative approach was employed using simple linear regression analysis based on primary data obtained through observations and interviews conducted in traditional markets. The analysis examines the extent to which price changes influence the demand for both commodities. The results indicate that broiler chicken shows a very strong relationship between price and demand, reflected in an R² value of 0.963. Statistical testing further demonstrates that price has a significant effect on broiler chicken demand (0.018 < 0.05), indicating that its demand is elastic and highly sensitive to price fluctuations. In contrast, native chicken shows an R² value of 0.698 and an insignificant price effect on demand (0.164 > 0.05), suggesting inelastic demand that remains relatively stable despite price changes. These findings reveal that consumers adjust their broiler purchase quantities more quickly in response to price changes, whereas native chicken consumption is more strongly influenced by taste preferences and habitual factors. The study concludes that there is a clear difference in price sensitivity between the two types of chicken. The implications of this research include the need for government price stabilization policies for broiler chicken to maintain household affordability, as well as quality improvement and marketing strategies for native chicken producers to strengthen competitiveness amid changing consumer demand.

Perilaku konsumen dalam pembelian ayam broiler dipengaruhi oleh berbagai faktor yang saling berkaitan. Penelitian ini bertujuan untuk menganalisis pengaruh perilaku konsumen dalam pembelian ayam broiler serta mengidentifikasi faktor utama yang menentukan keputusan pembelian. Metode yang digunakan dalam penelitian ini adalah Systematic Literature Review (SLR) dengan pendekatan PRISMA, yang melibatkan analisis terhadap 15 jurnal nasional maupun internasional yang dipublikasikan dalam rentang waktu 2020-2025. Setelah melalui proses seleksi, sebanyak 13 jurnal dinyatakan relevan dan digunakan dalam analisis lebih lanjut. Hasil penelitian menunjukan bahwa faktor pribadi memiliki pengaruh terbesar terhadap keputusan pembelian ayam broiler, dengan tingkat keterlibatan mencapai 100%. Faktor ini mencangkup aspek harga, kualitas produk, tampilan, kemasan, dan kebersihan. Selain itu, faktor budaya sebesar 15%, sosial, dan psikologis masing-masing memiliki pengaruh sebesar 23%. Temuan ini menunjukan bahwa pemahaman mendalam mengenai perilaku konsumen menjadi aspek krusial bagi pelaku usaha dalam menyusun strategi pemasaran yang lebih efektif. Dengan memahami faktor-faktor utama yang mempengaruhi keputusan pembelian, produsen dan pedagang ayam broiler dapat menyesuaikan produk, harga, serta strategi promosi agar lebih sesuai dengan kebutuhan dan preferensi konsumen.

The Broiler Chicken business owned by Andien, belonging to Mrs. Tri Winarti, initially operated with a capacity of 12,000 chickens and planned to expand to 24,000 chickens. This study aims to assess the sustainability of the development of Andien's Broiler Chicken farm to 24,000 chickens from a financial perspective. Financial analysis was conducted through calculations of Net Present Value (NPV), Benefit Cost Ratio (BCR), Internal Rate of Return (IRR), and Payback Period (PP). From the calculation results, it can be concluded that the expansion of Andien's Broiler Chicken business from 12,000 chickens to 24,000 chickens is a viable step based on the scenario calculations. The Payback Period (PP) is 1.31 periods, indicating a quick payback of investment as PP is less than 12 periods. The calculation results show an NPV value of Rp 4,936,714,867 using a 6% discount rate (based on the 2023 BRI KUR interest rate), and if using a 7% discount rate (based on the 2023 Mandiri KUR interest rate), the NPV would be 4,633,045,331. The presence of a positive NPV indicates the viability of this business development. The calculated IRR value reaches 22.26%, exceeding the 6% discount rate. The feasibility of the business is also supported by a BCR value of 1.09, where a ratio above 1 indicates the viability of the business.